Abstract
The purpose of this study is to investigate the role of interactive digital media channels such as social media, email marketing, and mobile marketing in creating the brand awareness. We have assimilated three behavioral factors including perceived value, trust, and word of mouth as mediating factors, and the Internet and smartphone as moderating variable. Total 2565 responses have been taken to investigate the role of digital media channels, and impact of mediating and moderating variables on the brand awareness. This research has used SEM-based multivariate approach including exploratory factor analysis, confirmatory factor analysis, and conditional process technique for examining the direct and indirect influence of variables. The results of the study exhibited that the interactive digital media channels have a positive and significant direct impact on brand awareness. Results further revealed that the perceived value, trust, and word of mouth as mediating factors, and the Internet and smartphone as moderating variables have a significant and influential impact in a relationship of interactive digital media tools and the brand awareness.
Highlights
The digitized world has revolutionized every facet of life whether it is professional or personal
It is established that the mobile phone marketing and social media marketing have a positive and significant impact on the brand awareness
The findings of the research revealed that the digital media marketing tools such as mobile marketing, social media marketing, and email marketing channels have a direct and positive significant impact on brand awareness
Summary
The digitized world has revolutionized every facet of life whether it is professional or personal. One of the most significant and visible evidence of this transition is the advancement in communication channels, as an emergence of new communication channels with Internet compatibility has been termed digital communication tools (Romaniuk et al 2017; Çizmeci, Ercan 2015). The digitized access to the world crops up the concept of emails, SMS, MMS, Facebook, Twitter, and LinkedIn etc. Individuals and corporate interaction are become very interac-. Ahmed et al Interactive digital media and impact of customer attitude and technology on brand awareness
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