NEXUS BETWEEN INSTAGRAM MARKETING, CONSUMER RESPONSE AND CUSTOMER BASED BRAND EQUITY: A DEVELOPING COUNTRY PERSPECTIVE

Dr. Rana Muhammad Shahid Yaqub, Ehtisham, Fawad Waseem and Muhammad Aqeel
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Dr. Rana Muhammad Shahid Yaqub: Department of Marketing and International Business, Institute of Business Management and Administrative Sciences (IBMAS), The Islamia University of Bahawalpur, Pakistan
Ehtisham: M.Phil Research Scholar, Department of Marketing and International Business, Institute of Business Management and Administrative Sciences (IBMAS), The Islamia University of Bahawalpur, Pakistan
Fawad Waseem: PhD Research Scholar, Department of Marketing and International Business, Institute of Business Management and Administrative Sciences (IBMAS), The Islamia University of Bahawalpur, Pakistan
Muhammad Aqeel: M.Phil Research Scholar, Department of Marketing and International Business, Institute of Business Management and Administrative Sciences (IBMAS), The Islamia University of Bahawalpur, Pakistan

Bulletin of Business and Economics (BBE), 2023, vol. 12, issue 2, 289-301

Abstract: Consumer response in the digital marketing era has become increasingly important. With the rise of social media and other digital platforms, consumers now have access to more information and options than ever before. Therefore, this study explores Relationship of Instagram Marketing Activities with Consumer Response by building Customer Based Brand Equity. After the measurement of relationship of Instagram marketing activities, CBBE as a mediator with these relationships was also measured. In order to comply with the research objectives, a quantitative research approach was used by using a close-ended questionnaire. The data was collected from 327 respondents by using purposive sampling technique. Furthermore, Data was analyzed by using Smart PLS-SEM Approach. The outcomes of the research revealed that consumer response can be changed by 66.3% by other variables. The results show that the Instagram Marketing revealed significant relationship with Consumer Response. Importantly, Customer Based Brand Equity successfully mediates relationship between Instagram marketing and Customer Response. The current study has proposed several practical implications in consumer behavior domains for the policy makers and Academicians. At the end, the current study has proposed several recommendations for the future research in digital marketing domain.

Keywords: Instagram Marketing Activities; onsumer Response; Customer Based Brandequity (search for similar items in EconPapers)
Date: 2023
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