Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude

Farhina Hameed 1 * , Ishtiaq Ahmed Malik 2, Noor Ul Hadi 3, Muhammad Ali Raza 4
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1 Faculty of Management Sciences, National University of Modern Languages, Islamabad, PAKISTAN
2 Department of Management Sciences, University of Chakwal, Chakwal, PAKISTAN
3 College of Business Administration, Prince Mohammad Bin Fahd University, Al-Khobar, SAUDI ARABIA
4 Department of Management Sciences, COMSATS University Islamabad, PAKISTAN
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 13, Issue 2, Article No: e202309. https://doi.org/10.30935/ojcmt/12876
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ABSTRACT

The proliferation of technology in today’s world has led consumers to gain insight into brands via digital communication and shape their purchase intentions accordingly. However, brand awareness alone might not be sufficient to enhance consumers’ purchase intentions in the age of digital communication. Therefore, to paint a more comprehensive picture of this relationship, the paper seeks to address how and when does brand awareness lead to purchase intention in the age of digital communication? Based on the quantitative design, 208 responses conveniently collected were analyzed, and PLS-SEM was employed to examine the hypothesized relationships. The study clarifies empirically the indirect effect of brand awareness, consumer attitude, and purchase intention in the age of digital communication. The study also provides new insights into the moderated-meditation relationship, results indicate that brand awareness in the presence of celebrity endorsement will develop a positive attitude that will positively affect purchase intention. The findings of the study not only contribute to advancing the mediating effect of consumer attitude but also verify the buffering role of celebrity endorsement. In conclusion, companies that use digital communication technologies and take into consideration celebrities who are well-liked by the target market may be able to attract consumers’ attention, shape attitude, and influence them to make a purchase. In the end, both theoretical and practical implications are discussed.
Keywords: purchase intention, digital communication, brand awareness, consumer attitude, celebrity endorsement

CITATION

Hameed, F., Malik, I. A., Hadi, N. U., & Raza, M. A. (2023). Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude. Online Journal of Communication and Media Technologies, 13(2), e202309. https://doi.org/10.30935/ojcmt/12876

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