Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the South Asian countries

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.

Keywords:

• interactive digital media
• SEM-based approach
• mobile marketing
• email marketing
• social media marketing
• brand awareness
• technology

JEL Classification:

• C12
• L60
• L80
• M3

Additional information

Notes on contributors

Rizwan Raheem Ahmed

Rizwan Raheem AHMED is a Professor at the faculty of management Sciences, Indus University, Karachi (Pakistan); He obtained his PhD from Hamdard University, and MS/M.Phil. (Economics) from SZABIST University, Karachi. He is also an independent consultant for the Pharmaceutical Industry for last several years. During his thorough research career of more than 12 years, he mainly focused on marketing strategy, digital marketing, organizational performance, and behavior of stocks, money market portfolios and liquidity market problems by using Time Series analysis models, Multivariate Regression, CFA and EFA models. Besides, he also made a significant research in current issues related to Sales and marketing of local and global Pharmaceutical Industry; he used quantitative and qualitative models for this purpose.

Jolita Vveinhardt

Jolita VVEINHARDT is Professor, PhD, Chief Researcher, Lithuanian Sports University, Institute of Sport Science and Innovations, and holds PhD from Vytautas Magnus University in Lithuania. Dr Jolita Vveinhardt has published over 100 peer-reviewed papers on human resource management, corporate social responsibility, mobbing and other issues.

Dalia Streimikiene

Dalia ŠTREIMIKIENE is a Principal Research Fellow at Lithuanian Sports University, Institute of Sport Science and Innovations, and holds PhD from Vilnius Gediminas Technical University, Lithuania. Prof. Dr Dalia Štreimikienė has published over 200 peer-reviewed papers on multi-criteria decision-making, efficiency analysis, and energy and agricultural economics in such outlets as Applied Energy, Energy Policy, Renewable and Sustainable Energy Reviews.