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June 4, 2025Deleted Journal

Analyzing the Impact of Digital Marketing on Online Furniture Purchases in Pakistan: Mediated by Consumer Attitude and Moderated by Brand Equity

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Authors

FZFaiz Rasul ZakaUniversiti Malaysia SarawakJLJanifer LunyaiUniversiti Malaysia SarawakEAEjaz AhmedUniversity of the Punjab

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Overview

Empirical analysis shows consumer attitude affects purchases in furniture, indicating brand equity reinforces this influence.

Key Points

  • Consumer attitudes significantly influence the relationship between digital marketing strategies and purchase decisions.
  • Analysis of 500 internet users in Pakistan revealed strong links between marketing strategies and consumer behavior.
  • Structural equation modeling was used to assess the impact of attitudes and brand equity on purchase intent.
  • Findings support digital marketing as essential for engaging consumers and fostering brand loyalty in a competitive market.

Cite This Study

Zaka et al. (2025) studied this question.

synapsesocial.com/papers/68af4eaead7bf08b1ead7066https://doi.org/10.62345/jads.2025.14.2.157
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