Abstract
Objectives: This study has investigated the role of internet marketing to build brand awareness which definitely leads a quick purchase decision. The main objective of the study was to investigate the components of brand awareness which directly cannot be cause of purchase decision for the mobile products but the use of internet marketing specifically social media advertising will be helpful in improving the brand awareness which increases the chances of purchase decision. Methodology: The study is quantitative and based on the philosophy of positivism because of the large population and its quantitative nature. Population includes all android mobile users of district Khairpur who uses the social media. Population was unknown so the Roscoe (1975) sampling techniques have used to select sample for the study and according to that, sample become three hundred and fifty. By using convenient sampling method, respondents are selected from the 3 universities of district Khairpur and primary mode of data collection has used to obtain responses on the five point\'s Likert-scale randomly. Analysis: Data was analyzed and interpreted through a robust technique SEM, performed in AMOS 22 version in which CFA and path analysis has done. Conclusion: According to study\'s interpretation results it is concluded that brand awareness has positive and significant impact on the online purchase decision of mobile products and internet marketing partially mediates the relation between Awareness and online purchase decision of mobile product. Keywords: Brand image; Social media advertising; Purchase decision
Highlights
Nowadays, marketing is changing more rapidly than ever
This research confirms the relationship between Internet marketing activities on YouTube, Face book, twitter and brand awareness of mobile product services in Pakistan
It proves the mediating role of internet marketing between the brand awareness and online purchasing among the customers of mobile products in Pakistan
Summary
Nowadays, marketing is changing more rapidly than ever. Recently, the media is structured in traditional and non-traditional ways. TV and newspapers are an example of Soomro et al / Indian Journal of Science and Technology 2020;13(15):1535–1545 traditional media [1]. These entrepreneurs are using the Internet to view, browse and exchange information, thoughts and experiences of companies. Reliable sources of product and company information and information are more reliable and more reliable than traditional marketing on Internet networks. According to researchers in traditional markets, consumers talk about these products to about seven to ten people, but the Internet lets everyone share experiences with someone else. The Internet network is an important part of an organization’s media, which has revolutionized and guided the marketplace[5]. Social networking site visitors who use the Internet are presented at least once a year, from 41% in 2008 to 65% in 2014
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