Impact of Advertising, Electronic Word of Mouth and Brand Awareness on Purchase Intention in Pakistan

Abstract

The research study was conducted on the purpose to investigate the impact of Advertising, Electronic Word of Mouth (EWOM) and Brand Awareness on Purchase Intention in Pakistan. To understand how these factors influence consumer behaviour is crucial since businesses increasingly rely on digital marketing and consumer recommendations. A sample size of 257 participants was utilized to determine the demographic variables and their relationship on the key variables. A significant affect of Advertising and Electronic Word of Mouth (EWOM was revealed on Purchase Intention after the statistical analysis, with confirming that Brand Awareness plays a crucial mediating role. The study further determines that Advertising and Electronic Word of Mouth (EWOM) influence Purchase Intention not only directly but also indirectly by enhancing Brand Awareness, which further shapes consumer perception on decision-making. In conclusion, the study underlines the importance of combining Advertising and Electronic Word of Mouth (EWOM) strategies to build strong Brand Awareness and increase consumer Purchase Intention in Pakistan.