Marketing and Consumer Behavior Analysis

The provided document is a collection of research papers and articles related to marketing and consumer behavior. It includes studies on brand image, customer-based brand equity, and the impact of store name, brand name, and price discount on consumers' evaluation and purchase intentions. The document also explores the effect of price comparison advertising, the perception of kosher as third-party certification claims in advertising, and the negative attraction effect. Additionally, it examines the attitude toward counterfeits and ethnic groups, consumer trust in a brand and its link to brand loyalty, and the impact of brand trust and brand loyalty on consumer purchase intention.

Social Media Marketing – A Purchase Simulator
1 Introduction:
In the modern world use of electronic media has become an important source of
information in our daily life. Technological advancement took its major leap with the advent
of 4G in Pakistan (Valecha, 2015). Technology development and use of ICT in electronic
media makes it more attractive and approachable as well as more influential for everyone
(Duggan, Ellison, Lampe, Lenhart, & Madden, 2015). Pakistan is no exception where we are
seeing social media has set its trend in different fields and environments; like politics,
education, marketing, business, entertainment, news, and information. With 65% of our
population being under 35 years of age and 50% under 22 years of age (Pakistan Bureau of
Statistics 2021), Pakistan seems to be a perfect growing ground for the rise of social media
growth as a platform for marketing and influencing mainly because of young population
having access to the internet. Marketing experts believe that due to an exponential growth of
the key components such as smart phone users, social media platforms, tele density, internet
coverage etc. social media marketing is rapidly taking over the conventional marketing spend
with an increase in the size of pie in three years (Hussain, 2020).
Today social media is considered as the fastest online tool to reach consumers with
the purpose of creating brand awareness, brand image and educate customer about the
availability of the products (Dey, Haque, & Khurdiya, 2011), (Keller, Parameswaran, &
Jacob, 2011). With consumers spending more and more time on social media an increasing
share of communication happens through social media networks which comprise of online
community in which users with common interest and needs share information (Hashimzade,
Myles, Page, & Rablen, 2014). Because of these communication consumers are increasingly

transforming from being passive participants in the marketing to and active creator and
influencer of the market (Kozinets, De Valck, Wojnicki, & Wilner, 2010).
Social media marketing is further emerging role of consumer in the marketing and
more and more companies are recognizing the value of the engaging consumer through social
media marketing to involve consumer early on by increasing their trust in the brands,
continually reintroducing the product, increase the awareness and image of the brand and
enhancing the social component of the product itself by creating the electronic word of
mouth; thus shaping and influencing the consumers’ buying intentions (Kozinets, De Valck,
Wojnicki, & Wilner, 2010) (Muntinga, Moorman, & & Smit, 2011). Using this innovative
approach of the marketing it is now possible for companies and brands to connect with
consumers without any limitation in time, location and means of communication as the social
media facilitates a two-way communication instead of the traditional one-way
communication (Kim & Ko, 2012). Jack Ma, who is the founder of the huge Chinese e-
commerce firm, Alibaba, has declared that failure to utilize the social network platform as a
media to interact with consumers and other business associates or prospects and potentials
may lead brands to be excluded from the industry, thereby, losing their position in the market
(Barhemmati & Ahmad, 2015).
Despite the importance of the social media marketing and its impact on the various
sector of commerce majority research have focused on the impact of social media on
education and very few researches have been conducted on the role of social media and its
impact on the consumers (Nawaz, Abbas, Javed, Mughal, & Nabeel, 2015). Despite the
increase practical importance of the social media and its impact on the consumers purchase
intention, (Fournier & Lee, 2009) ; (Ngai, Taoa, & Moon, 2015); (Dessart, Veloutsou, &
Morgan-Thomas, 2015) the aspect of how social media marketing influence customer's
purchase intention remains under researched. Given this lack of research, the present study

attempts to investigate the role of social media marketing as purchase stimulator by studying
the impact of factors such as brand awareness, brand image, customer trust and word of
mouth on the purchase intention of customers in Pakistan.
2 Literature Review
2.1 Consumer Purchase Intention
Purchase intention is evolving from the term intention. Consumers’ Purchase
intention is regarded as an element of a consumers’ cognitive behavior revealing the way an
individual intends to purchase a specific brand (Su. & Huang, 2011). The purchase intention
is an integral part of the purchase decision making process whereby the consumer develops a
definitive readiness to proceed towards a product or brand (Dodds, Monroe, & Grewal,
1991); (Wells, Valacich, & Hess, 2011); (Wang & Chang, 2013)).
Marketing literature present many studies that focus on the factors that contribute to
the effectiveness of online advertisements and affect consumer purchasing intention from the
perspective of developing countries (Neha & & Manoj, 2013) (Nochai & Nochai, 2011)
(Mohammed, Ashraf, & Mohammed, 2012). It is fair to conclude that consumers’ purchase
intention can predict what products of brand customer will buy when they do shopping
(Herrera & Flavian, 2006). Moorman ( (Moorman, Deshpande, & Zaltman, 1993), found that
consumer loyal towards a particular products and brands indicates a positive purchase
intention and may result in the probability of actual purchase.
2.1.1 Effect of Social Media Marketing
(Safko & D.K. Brake, 2009) define social media as “activities, practices and behavior
among the communities of people who gather online to share information, knowledge, and
opinion using conversational media.” Whereas, social media marketing refers to “the
utilization of social media technologies, channels, and software to create, communicate,

deliver, and exchange offerings that have value for an organization's stakeholders” (Tuten &
Solomon, 2017).
Social media literature finds that social media is a widely adopted marketing medium
in today’s world ( (Kapoor, et al., 2018). In addition to being a medium for communication
with consumers, social media provides an effective marketing medium to employ relationship
marketing opportunities for brands to engage and build long term relationships with
consumers (Kang & Kim, 2017); (Kamboj, Sarmah, Gupta, & Dwivedi, 2018). In a recent
study conducted by Mirabi, Akbariyeh, and Tahmasebifard (2015), it is found that factors
such as product quality, brand and advertisement can be the most important factors that
contribute to consumer’s purchase intention. Some of the studies have shown that there has
been a significant positive relationship between the social media marketing and the
consumers’ purchase intentions and have identified social media marketing as one of the
antecedent of customer purchase intentions (Bilal & Shehzad, 2014); (Husnain & Toor,
2017); (Chang, Cheung, & Lai, 2005); (Saher, Ramzan, Faheem, & Rafique., 2016).
As per the social media marketing theory, relationship building with potential
customers results in repeated transactions and increased brand loyalty (He, Wang, Chen, &
Zha, 2017). The social relationship of consumers developed through social media
significantly affects the consumers’ perception about the brand (Chahal & Rani, 2017).
Recent studies also show that the consistency and quantity of the information about the brand
plays an important role in shaping the customers perception about the brand and directly
effects the customers’ purchase intentions (Lien et al., 2015). Hence, it can be hypothesized
that:
H1: Social Media Marketing Mediums have positive significant impact on purchase
intention

2.2 Effect of Brand Image
Brand image refers to the consumers’ mental image of the brand (Dobni & Zinkhan,
1990). This includes any meaning that consumer assigns to the specific attributes of the
product and services of the brand. Keller (1993) defines brand image as “the perception about
a brand as reflected by the brand association held in customers’ memory”. (Low & Lamb,
2000)refer to brand as the reasoned or emotional perception consumers attach to certain
product or service of the brand. (Bhat & Reddy, 1998) further divide the brand image into its
functional and symbolic images however, for this study focuses on brand Image as a whole
construct. In addition to creating brand recognition companies also put in strategy in place to
create a specific image or to be looked upon in certain way. In order to do this, brands form
all forms of interaction with the consumers and vise-versa.
This brand image hence provide a reference point for overall impression in the
customers’ mind which outline how they release a product, the type of product they released,
the type of advertising they do, and the type of customers they serve (Koubaa, 2007). This
suggests that the more efforts put into creating the brand image, its reputation and attributes
in consumers’ mind there will be more and stronger recall the brand experience (Chowdhury
& Andaleeh, 2007). Positive brand experience creates an image that exceeds customers’
expectations whereas, a negative experience can create a lasting impact on the consumers’
experience of the brand.(MSG, 2014). So, we can hypothesize that:
H2: There is a positive and significant relationship between brand image and
purchase intention of customers
2.3 Effect of Word of Mouth
Word of mouth WOM is very common and essential promotion tool that deals with
the process of transferring the information and views from one person to another though oral
communication (Godes & Mayzlin, 2009) . WOM is generated when an actual, former or
potential customer gave any negative or positive word or report about a brand or product

(Berger & Scwartz, 2011). (Hennig‐Thurau, 2004) defined Word-of-Mouth as being: “Any
positive or negative statement made by potential, actual, or former customers about the
product or company which is made available to a multitude of people and institutions”.
Word of mouth has been considered as one of the most effect channel for
dissemination of information. People like to share their experiences and feeling with their
colleagues, friends and family (Dwayne, K., & Gwinner, 2001). Consumers who experience
the brand or product once they like to spread the information and views that guide purchasers
towards different brand and products (Dwayne, K., & Gwinner, 2001). (Murray, 1991) found
out that people generally have greater trust on WOM from a personal information source and
they like to consider that information in making pre purchase intentions. Several studies show
that the word of mouth has a huge significance in influencing the purchase making decision
of a consumer. Positive word of mouth influences the consumers to get inclined towards a
particular product or service whereas negative word of mouth creates a level of suspicion
among the consumers to purchase a product and keeps them away from certain products.
(Cheema & Kaikati, 2010). Moreover, it is also found that the content of WOM has
significant impact on the customers purchase decision. Since, consumers perceive their
knowledge to be inadequate as compared to other customer they actively seek information
from the existing users of the brand or product (Dwayne, K., & Gwinner, 2001). Hence, it is
hypothesized that:
H3: There is a positive and significant relationship between word of mouth and
purchase intention of customers
2.4 Customers Trust
Consumers’ trust can be defined as “a consumer’s willingness to rely on the brand in
the face of risk because of expectations that the brand will cause positive outcomes” (Lau &
Lee, 1999). While developing the trust in the brand itself, consumers expect that the brand

will consistently meet or exceed the consumer’s expectations which in turns results in a long-
term consumer loyalty Dahlgren (2011). It is important to note that consumer puts in their
trust in the brand and companies nurture that trust by building and maintain the brand trust as
a basis for long-term customer relationship” (Burmann et al., 2009). (Saglam & Saglam,
2016) maintained in their study that both brand trust and brand loyalty have deeper impact
and positive effect on consumers’ buying intentions. Also, they determined that the brand
trust has a positive effect on brand loyalty. Moreover, brand trust has been found as the most
effective factor for smartphones brands in the purchase intensions. Hence, it is hypothesized
that:
H4: There is a positive and significant relationship between Customers Trust and
purchase intention of customers
2.5 Effect of Brand Awareness
Brand awareness is the strength of a brand’s presence in consumers’ minds and is an
important component of brand equity (Aaker, 1991). Several level of brand awareness has
been identified in marketing literature ranging from mere recognition of the brand to the
brand dominance in consumers’ lifestyle which refers to the presence of only brand recalled
by a consumer. Hence, brand awareness establishes the ability of the potential buyer to
recognize and recall that a brand is a member of a certain product category” (1991, p. 61).
Brand awareness also recognizes whether the consumers establish an association with
the brand or its image (Padhy and Sawlikar (2018). (Aaker, 1991) suggests that it is due to
the value created by the association of the consumer with the brand that provides the
consumer a reason to make the purchasing decision. The essence of brand awareness is
consumers’ perceived association of the brand image with the product quality (Grewal,
Krishna, Baker, & Borin, 1998). Several studies have shown strong evidence in favor of
linear relationship between brand awareness and product quality whereby higher brand
awareness means a higher perceived product quality ( (Monroe, 1990); (Grewal, Monroe, &

Krishnan, 1998). (Aaker, 1991) mentioned that a brand with high awareness and good image
can promote brand loyalty to the consumers and higher the brand awareness is, the higher the
brand trust and purchase intentions are to the consumers. In another study, (Kamin & Marks,
1991) concluded that consumers typically have higher purchase intentions with a familiar
brand i.e., a well-known brand will have a higher purchase intention than a lesser-known
brand. (Aaker, 1991), (De Mooij & Hofstede, 2002) and (Kwong, Yu, Leung, & Wang, 2009)
also concluded in the similar direction that in order for positive purchase intentions to
develop, the consumers must have a positive feeling to the brand. Hence, we can hypothesize
that:
H5: There is a positive and significant relationship between brand awareness and
purchase intention of customers

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