Impact of Social Media Usage and Brand Attitude on Purchase Intention in the Context of the Pakistani Mobile Market
Keywords:Brand attitude, Social media usage, Purchase Intention, Mobile phones
Purpose: The purpose of the study is to gauge the impact of brand attitude and social media usage on the purchase intention of mobile phones in the context of the Pakistani market. (The study population was Rawalpindi/Islamabad and Wah cant whereas the sample size was 450)
Design/ Methodology: The research collected data about mobile phone user and their purchase intention during the COVID-19 period.
Findings: The findings indicate that the constructs of brand attitude (BA) and social media usage (SM) both show a positively significant relationship with purchase intention (PI).
Implications: The current research will facilitate mobile manufacturers to keep track of their sales indicators as well as to have a watchful eye on their competitors. Mobile phone users are increasing exponentially globally since the business norms are running on mobile phone, not to mention offices and education is now part of social media group.
Limitations: The study can be extended to other cities of Pakistan while including semi-urban areas to widen the scope of research in the future.
Alden, D. L., Steenkamp, J.-B. E. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75–87
Alshare, F., Aljawarneh, N. M., Alomari, K. A. K., Alomari, Z. S., Albdareen, R., Alwagfi, A. A., & Alradaideh, A. T. (2020). Factors influencing cellular device purchase decisions in Jordan. Management Science Letters, 10(11), 2501–2506
Aydin, S., Özer, G., & Arasil, Ö. (2005). Customer loyalty and the effect of switching costs as a moderator variable. Marketing Intelligence & Planning
Bennett, R., & Rundle‐Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing
Bhandari, M., & Rodgers, S. (2018). What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions. International Journal of Advertising, 37(1), 125-141.
Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp. 655-690): Springer.
Denscombe, M. (2006). Web-based questionnaires and the mode effect: An evaluation based on completion rates and data contents of near-identical questionnaires delivered in different modes. Social Science Computer Review, 24(2), 246-254.
Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management.
Erkan, I., & Evans, C. (2018). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 24(6), 617-632.
Fornell, C. (1981). Structural equation models with unobservable variables and measurement error: algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
Forney, J. C., Park, E. J., & Brandon, L. (2005). Effects of evaluative criteria on fashion brand extension. Journal of Fashion Marketing and Management: An International Journal.
Forza, C. (2016). 4 Surveys. Research methods for operations management, 79.
Fratto, G. M., Jones, M. R., & Cassill, N. L. (2006). An investigation of competitive pricing among apparel retailers and brands. Journal of Fashion Marketing and Management: An International Journal.
Gilbert, G. R., Veloutsou, C., Goode, M. M. H., & Moutinho, L. (2004). Measuring customer satisfaction in the fast food industry: a cross‐national approach. Journal of Services Marketing.
Grewal, D., Levy, M., & Lehmann, D. R. (2004). Retail branding and customer loyalty: an overview. Journal of Retailing, 4(80), ix–xii.
Goddard, E. (2021). The impact of COVID‐19 on food retail and food service in Canada: A second assessment. Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, 69(2), 167-175.
Hair, J. F., Astrachan, C. B., Moisescu, O. I., Radomir, L., Sarstedt, M., Vaithilingam, S., & Ringle, C. M. (2021). Executing and interpreting applications of PLS-SEM: Updates for family business researchers. Journal of Family Business Strategy, 12(3), 100392.
Hair, J. F., Ortinau, D. J., & Harrison, D. E. (2010). Essentials of marketing research (Vol. 2): McGraw-Hill/Irwin New York, NY.
Hass, R. G. (1981). Effects of source characteristics on cognitive responses in persuasion. Cognitive responses in persuasion, 141-172.
Henseler, J., & Sarstedt, M. (2013). Goodness-of-fit indices for partial least squares path modeling. Computational statistics, 28(2), 565-580.
Keiningham, T. L., Perkins-Munn, T., Aksoy, L., & Estrin, D. (2005). Does customer satisfaction lead to profitability?: The mediating role of share-of-wallet. Managing Service Quality, 15(2), 172–181.
Kim, S., & Baek, T. H. (2018). Examining the antecedents and consequences of mobile app engagement. Telematics and Informatics, 35(1), 148-158.
Laforet, S. (2007). British grocers’ brand extension in financial services. Journal of Product & Brand Management
Lim, X. J., Radzol, A., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Liu, B., & Liu, Y.-K. (2002). Expected value of fuzzy variable and fuzzy expected value models. IEEE transactions on Fuzzy Systems, 10(4), 445-450.
Mazodier, M., & Merunka, D. (2014). Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products. Journal of Business Research, 67(7), 1552-1558.
Nayeem, A. R. (2020). The Influencing Factors of Brand Equity on Consumer Purchase Intention of Cell Phones in Bangladesh. GSJ, 8(1).
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456-473.
Ramayah, T., Rouibah, K., Gopi, M., & Rangel, G. J. (2009). A decomposed theory of reasoned action to explain intention to use Internet stock trading among Malaysian investors. Computers in Human Behavior, 25(6), 1222-1230.
Rajagopal. (2007). Buying decisions towards organic products: an analysis of customer value and brand drivers. International Journal of Emerging Markets, 2(3), 236–251
Rajh, E., Vranesevic, T., & Tolic, D. (2003). Croatian food industry–brand equity in selected product categories. British Food Journal.
Rosa, A., & Widad, A. (2020). Influence of Perceived Value and Perceived Risk to Trust and the Implications on Buying Intention. Paper presented at the 5th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2019).
Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair Jr, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105-115.
Sata, M. (2013). Factors affecting consumer buying behavior of mobile phone devices. Mediterranean Journal of Social Sciences, 4(12), 103.
Seitz, V. A., & Aldebasi, N. M. (2016). The effectiveness of branded mobile apps on user’s brand attitudes and purchase intentions. Review of Economic and Business Studies, 9(1), 141-154.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach: john wiley & sons.
Suki, N. M. (2013). Students' Demand for Smartphones: Structural Relationships of Product Features, Brand Name, Product Price and Social Infuence. Campus-Wide Information Systems, 30(4), 236-248.
Tri, H. M. (2022). Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE-ECONOMICS AND BUSINESS ADMINISTRATION, 12(1), 92-107.
Ukpabi, D. C., & Karjaluoto, H. (2017). Consumers’ acceptance of information and communications technology in tourism: A review. Telematics and Informatics, 34(5), 618-644.
Warshaw, P. R., & Davis, F. D. (1985). Disentangling behavioral intention and behavioral expectation. Journal of experimental social psychology, 21(3), 213-228.
Watanabe, T., & Omori, Y. (2020). Online consumption during the COVID-19 crisis: Evidence from Japan. Covid Economics, 38(16), 218-252.
Williamson, K. (2002). Research methods for students, academics and professionals: Information management and systems (Vol. 53). Elsevier. No. 3.