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ISSN 2063-5346
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AN ANALYTICAL INVESTIGATION ON THE IMPACT OF DIGITAL MEDIA ACCESS AND USER-INTEGRATED CONTENT ON BRAND PURCHASING INTENTIONS FOR SPORTS APPAREL

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Sumit Singh, Prof. (Dr.) Marshal Sahni
» doi: 10.48047/ecb/2023.12.si6.059

Abstract

Digital Media has fundamentally altered the way communication is cnducted. Therefore, in order to raise awareness of their businesses and promote them, marketers are turning to user-generated content (UGC). Few researches have studied the Impact of digital media on the brand purchasing intentions of the sports apparel. In the investigation study, brand exposure serves as the prediction variable; the outcome variable is brand purchase intention; mediating variables like brand attitude and brand familiarity forms the conceptual model. The findings from the article add to the theory in the fast-expanding subject of e-marketing, which is a contribution to both academic literatures and business situations. Practically speaking, it will give marketers knowledge of the efficiency of user-integrated content as a platform for advertising. The majority of manufacturing industries of sports apparel brands like to share and drive sales towards the direction of the most lucrative industries, which is the sporting field. The current research study is the analytical investigation on impact of digital media access and user integrated content on brand purchasing intentions for the sports apparel.

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