Building Digital Resilience Among Consumers – A case of Pakistan’s Food Industry

Abstract

The study Building Digital Resilience Among Consumers – A Case of Pakistan’s Food Sector aims to explore the factors that could help organizations to create resilience among their target segments on digital mediums. The research investigated the impact of brand personality and electronic word of mouth on purchase intention through mediating role of resistance to negative information. The study also explored online brand experience as moderator between resistance to negative information and purchase intention. This study is based on primary data in which the data was collected from 252 respondents through online medium. Analysis was made using SPSS v23 statistical software. The tests used for data analysis include demographic statistics, descriptive statistics, correlation, regression, and moderation. The findings of the study revealed that there is positive impact of brand personality and electronic word of mouth on purchase intention. Similarly, the mediation of resistance to negative information and moderation of online brand experience were approved. With the boom of digitalization, it has become significant for brands to make their presence on digital platforms. With that it is also necessary for them to take extra cautions while utilizing digital mediums. Brands should work on developing a positive electronic word of mouth and critically analyze the viewpoints of their target segments.