Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand Knowledge
The purpose of this article is to explain how online advertising affects customer satisfaction through the mediation of brand knowledge. The sample size of this survey is based on 100 participants in the Multan region. This study collects data by conducting various unstructured interviews. In this s...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-07-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.919656/full |
| _version_ | 1828296675059302400 |
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| author | Anas A. Salameh Mahrukh Ijaz Abdullah Bin Omar Hafiz Muhammad Zia ul Haq |
| author_facet | Anas A. Salameh Mahrukh Ijaz Abdullah Bin Omar Hafiz Muhammad Zia ul Haq |
| author_sort | Anas A. Salameh |
| collection | DOAJ |
| description | The purpose of this article is to explain how online advertising affects customer satisfaction through the mediation of brand knowledge. The sample size of this survey is based on 100 participants in the Multan region. This study collects data by conducting various unstructured interviews. In this study, we used a qualitative data acquisition technique. The results show that online advertising does not have a significant impact on customer satisfaction. However, when brand knowledge is included as a parameter, the correlation between online advertising and customer satisfaction increases. Online advertising is a new advertising tool used by most organizations. This manuscript helps practitioners choose better tools for online promotion and uses a variety of recognition techniques to improve their brand knowledge. It has been known through this study, that building customer confidence in product quality is a very effective approach in front of business owners, as brand reputation enhances customer satisfaction. This study is unique in that previous studies considered elements of brand knowledge as parameters and ignored to find a direct relationship between online advertising and customer satisfaction. This study highlights key points that will help emerging researchers critically analyze such aspects in future studies. |
| first_indexed | 2024-04-13T12:15:55Z |
| format | Article |
| id | doaj.art-37d6eb667eba41f3989062042c969b91 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-13T12:15:55Z |
| publishDate | 2022-07-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-37d6eb667eba41f3989062042c969b912022-12-22T02:47:22ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-07-011310.3389/fpsyg.2022.919656919656Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand KnowledgeAnas A. Salameh0Mahrukh Ijaz1Abdullah Bin Omar2Hafiz Muhammad Zia ul Haq3Department of Management Information Systems, College of Business Administration Prince Sattam Bin Abdulaziz University, Al-Kharj, Saudi ArabiaInstitute of Banking and Finance, Bahauddin Zakariya University, Multan, PakistanDepartment of Business Administration, National College of Business Administration and Economics (NCBA&E), Lahore, PakistanInstitute of Banking and Finance, Bahauddin Zakariya University, Multan, PakistanThe purpose of this article is to explain how online advertising affects customer satisfaction through the mediation of brand knowledge. The sample size of this survey is based on 100 participants in the Multan region. This study collects data by conducting various unstructured interviews. In this study, we used a qualitative data acquisition technique. The results show that online advertising does not have a significant impact on customer satisfaction. However, when brand knowledge is included as a parameter, the correlation between online advertising and customer satisfaction increases. Online advertising is a new advertising tool used by most organizations. This manuscript helps practitioners choose better tools for online promotion and uses a variety of recognition techniques to improve their brand knowledge. It has been known through this study, that building customer confidence in product quality is a very effective approach in front of business owners, as brand reputation enhances customer satisfaction. This study is unique in that previous studies considered elements of brand knowledge as parameters and ignored to find a direct relationship between online advertising and customer satisfaction. This study highlights key points that will help emerging researchers critically analyze such aspects in future studies.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.919656/fullonline advertisementbrand knowledgecustomer satisfactionPakistansocial media marketing |
| spellingShingle | Anas A. Salameh Mahrukh Ijaz Abdullah Bin Omar Hafiz Muhammad Zia ul Haq Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand Knowledge Frontiers in Psychology online advertisement brand knowledge customer satisfaction Pakistan social media marketing |
| title | Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand Knowledge |
| title_full | Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand Knowledge |
| title_fullStr | Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand Knowledge |
| title_full_unstemmed | Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand Knowledge |
| title_short | Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand Knowledge |
| title_sort | impact of online advertisement on customer satisfaction with the mediating effect of brand knowledge |
| topic | online advertisement brand knowledge customer satisfaction Pakistan social media marketing |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.919656/full |
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