Intervening Effect of Social Media Advertising between the Relationship of Brand Awareness and Consumer’s Online Buying Decisions among the Students of HEI’s Of Sindh

  • Ghulam Akbar Khaskheli et al.


The study was intended to measure the impact of brand awareness on the consumer’s decisions to
purchase any product by the means of SMA and explored the relationship between the SMA and the brand
Awareness. The study was descriptive and quantitative in nature and the primary data was collected from
the students of 7 public sector universities of Sindh by the method of proportionate method of sampling
and 350 respondents has participated in survey. Data was analyzed with the help of Amos 20 version, in
which regression weights and the fit indices were performed to check the validity and reliability of the
data. The good of fit indices confirmed the factor’s combination. It has been concluded that the brand
awareness has direct and significant impact on the online buying decisions and the mediation of SMA
intensifying such relation and make addition in the brand awareness.