The Role of Digital Marketing to Create Consumer Trust Through Brand Awareness Initiatives: Evidence from Banking Industry during Covid-19

Abstract

Purpose - The purpose of this study is to investigate the factors that affect individual’s attitude and intensions towards digital marketing according to social media channels, apart from evaluating the mediating role of brand awareness in the relationship between digital marketing and consumer trust. While substantial research has been done on digital marketing and brand awareness to enhance consumer trust, there is little research on the mediating role of brand awareness. This study attempts to bridge this gap. The purpose of this investigation is that it will help consumers of the banking industry as well as other services industries in Pakistan to cope with the impact of the covid-19 crisis. Digital marketing is basically electronic source for the buying and selling of goods and services. This study helps both consumers to avail services and banks to retain consumer trust through brand awareness. From 237 clients of banks data was collected for the study. Design/methodology/approach - By using Pearson correlation, relationship was tested and by using regression analysis casual relation was analyzed through SPSS and Smart PLS data analysis tools to find out desire results because in this competitive business era proper implementation of digital marketing systems become challenge for organization stability and growth. Findings - This study also expanding knowledge and understanding about social media platforms. The technology acceptance model and theory of reasoned action concludes the results about the relationship between digital marketing and consumer trust