Abstract
This study aims to revisit the influence of communication sources on consumer mindset and on resulting consumer behavior. More specifically, the study addresses the impact of social media and tradi_x0002_tional media on brand image and awareness and their impact on brand attitude. The study further determines the impact of brand attitude on purchase intention. By using a 5-point Likert scale questionnaire, the data was collected from the consumers of Karachi, Pakistan and on 302 useful responses, the structural equation modeling (SEM) technique was employed to test the hypotheses. Results revealed that brand image only affects brand attitude and brand attitude positively affects purchase intention. Furthermore, the communi_x0002_cation mediums significantly impact both brand awareness and brand image. The findings have highlighted that social media platforms play a key role in creating a positive brand image and awareness. The results of the gender-based analysis revealed that social media highly affects the brand image and brand awareness for both males and females. The study’s findings will help the policymakers in designing the strategies aiming at enhancing brand equity. The research provides insight into communication medium in the creation of brand equity, which is one of the first attempts in this region. The study moreover determines the gender-based differences that are much needed to cater audience appropriately.
Keyword(s)
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