Investigating The Effect of Brand’s Social Media Pages On Developing Economy Consumers Purchase Intention
Syed Raza Ali,
Syed Hassan Ali,
Muhammad Yasir and
Muhammed Hamza Khan
MPRA Paper from University Library of Munich, Germany
With the passage of time people come to know that, investigating the brand social media, the brand familiarity and information quality on the future purchase intention is very impactful. In spite of appreciation of brand familiarity and information, quality prominence in brand communities, dynamics and consequences remains limited. To explore this subject of consumer purchase intention we found that information quality and brand familiarity effect the future purchase. To explore our hypotheses, we directed a survey with about 200 university students with the target population of Karachi Pakistan using Facebook with considerable experience with a particular brand. In this research, the statistical technique we use is the structural equation Modeling SEM. This technique helps to determine the structural relation found between latent constructs and measured variables. Furthermore, the findings show that there is a big impact of Brand familiarity and Information quality on Attitude towards brand social media pages and Future purchase intention.
Keywords: Brand familiarity; Information quality; Attitude towards brand social media pages; purchase intention; developing economy (search for similar items in EconPapers)
JEL-codes: M10 M31 M37 M38 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-ipr, nep-mkt and nep-pay
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:112325
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