IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i12p3436-d242075.html
   My bibliography  Save this article

Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan

Author

Listed:
  • Rizwan Raheem Ahmed

    (Faculty of Management Sciences, Indus University, Block-17, Gulshan, Karachi 75300, Pakistan)

  • Dalia Streimikiene

    (Lithuanian Sports University, Institute of Sport Science and Innovations, Sporto Str. 6, 44221 Kaunas, Lithuania)

  • Gerhard Berchtold

    (Department of Business Studies (International program), University of Azteca and University of Nicaragua, 6020 Innsbruck, Austria)

  • Jolita Vveinhardt

    (Faculty of Economics and Management, Vytautas Magnus University, Daukanto Str. 28, 44248 Kaunas, Lithuania)

  • Zahid Ali Channar

    (Department of Business Administration, Sindh Madressatul Islam University, Karachi 74000, Pakistan)

  • Riaz Hussain Soomro

    (Institute of Health Management, Dow University of Health Sciences, Mission Road, Karachi 74200, Pakistan)

Abstract

The purpose of the undertaken study is to examine the effectiveness of online digital media advertising as a strategic tool for building brand sustainability. For this purpose, we investigate the impact of different channels of online media, such as email marketing, mobile phone marketing, search engine optimization and companies’ websites, and social media marketing for the effectiveness of online digital media advertising. Moreover, the researchers have introduced eight mediating variables and six moderating variables to examine the impact between exogenous variables and online digital media advertising (endogenous). The researchers have taken 910 responses through a modified questionnaire and employed quantitative research methods, such as the structural equation modeling, exploratory factor and confirmatory factor analyses, and Hayes process approach for examining the mediation and moderation amongst the variables. The results of direct impact have demonstrated that all of the channels of digital media advertising have a positive and significant influence on the effectiveness of online digital media that creates brand sustainability for fast moving consumer goods (FMCG) and services sectors of Pakistan. The outcomes of hypotheses pertaining to the mediating and moderating effects of different variables have shown the significant influence between exogenous variables and endogenous variable. The results of the undertaken study are beneficial for the existing literature that provides the basic foil for future research studies. Moreover, the results have significant industrial implications for the marketers and digital media managers that they can devise effective media and marketing strategies to maintain optimum market share and competitive advantages.

Suggested Citation

  • Rizwan Raheem Ahmed & Dalia Streimikiene & Gerhard Berchtold & Jolita Vveinhardt & Zahid Ali Channar & Riaz Hussain Soomro, 2019. "Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan," Sustainability, MDPI, vol. 11(12), pages 1-40, June.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:12:p:3436-:d:242075
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/12/3436/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/12/3436/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Danaher, Peter J. & Mullarkey, Guy W., 2003. "Factors Affecting Online Advertising Recall: A Study of Students," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 252-267, September.
    2. Krishnamurthy, Sandeep, 2009. "CASE: Mozilla vs. Godzilla — The Launch of the Mozilla Firefox Browser," Journal of Interactive Marketing, Elsevier, vol. 23(3), pages 259-271.
    3. Mahler, Alwin & Rogers, Everett M., 1999. "The diffusion of interactive communication innovations and the critical mass: the adoption of telecommunications services by German banks," Telecommunications Policy, Elsevier, vol. 23(10-11), pages 719-740, November.
    4. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    5. Charla Mathwick & Caroline Wiertz & Ko de Ruyter, 2008. "Social Capital Production in a Virtual P3 Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 832-849, November.
    6. Cases, Anne-Sophie & Fournier, Christophe & Dubois, Pierre-Louis & Tanner Jr., John F., 2010. "Web Site spill over to email campaigns: The role of privacy, trust and shoppers' attitudes," Journal of Business Research, Elsevier, vol. 63(9-10), pages 993-999, September.
    7. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    8. Muk, Alexander & Chung, Christina, 2015. "Applying the technology acceptance model in a two-country study of SMS advertising," Journal of Business Research, Elsevier, vol. 68(1), pages 1-6.
    9. Deighton, John & Kornfeld, Leora, 2009. "Interactivity's Unanticipated Consequences for Marketers and Marketing," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 4-10.
    10. Rizwan Raheem Ahmed & Jolita Vveinhardt & Dalia Streimikiene & Muhammad Awais, 2016. "Mediating and Marketing Factors Influence the Prescription Behavior of Physicians: An Empirical Investigation," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 18(41), pages 153-153, February.
    11. Rizwan Raheem Ahmed & Jolita Vveinhardt & Dalia Streimikiene, 2017. "Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the South Asian countries," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(6), pages 1115-1134, November.
    12. Bastian Popp & Herbert Woratschek, 2017. "Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 250-270, May.
    13. Gerardine DeSanctis & Marshall Scott Poole, 1994. "Capturing the Complexity in Advanced Technology Use: Adaptive Structuration Theory," Organization Science, INFORMS, vol. 5(2), pages 121-147, May.
    14. Winer, Russell S., 2009. "New Communications Approaches in Marketing: Issues and Research Directions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 108-117.
    15. Palos-Sanchez, Pedro & Saura, Jose Ramon & Martin-Velicia, Felix, 2019. "A study of the effects of programmatic advertising on users' concerns about privacy overtime," Journal of Business Research, Elsevier, vol. 96(C), pages 61-72.
    16. Rajagopal, 2010. "Consumer Culture and Purchase Intentions towards Fashion Apparel," Marketing Working Papers 2010-01-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
    17. Leonard-Barton, Dorothy, 1988. "Implementation as mutual adaptation of technology and organization," Research Policy, Elsevier, vol. 17(5), pages 251-267, October.
    18. Cao, Lanlan & Liu, Xin & Cao, Wenbin, 2018. "The Effects of Search-Related and Purchase-Related Mobile App Additions on Retailers’ Shareholder Wealth: The Roles of Firm Size, Product Category, and Customer Segment," Journal of Retailing, Elsevier, vol. 94(4), pages 343-351.
    19. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    20. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 454-462, March.
    21. McQuarrie, Edward F & Mick, David Glen, 1999. "Visual Rhetoric in Advertising: Text-Interpretive, Experimental, and Reader-Response Analyses," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(1), pages 37-54, June.
    22. Rizwan Raheem Ahmed & Jolita Vveinhardt & Dalia Streimikiene, 2018. "The Direct and Indirect Impact of Pharmaceutical Industry in Economic Expansion and Job Creation: Evidence from Bootstrapping and Normal Theory Methods," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(48), pages 454-454.
    23. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    24. Bellman, Steven & Potter, Robert F. & Treleaven-Hassard, Shiree & Robinson, Jennifer A. & Varan, Duane, 2011. "The Effectiveness of Branded Mobile Phone Apps," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 191-200.
    25. Ralph Breuer & Malte Brettel & Andreas Engelen, 2011. "Incorporating long-term effects in determining the effectiveness of different types of online advertising," Marketing Letters, Springer, vol. 22(4), pages 327-340, November.
    26. Balakrishnan, Narayanaswamy & Barmalzan, Ghobad & Haidari, Abedin, 2016. "Multivariate stochastic comparisons of multivariate mixture models and their applications," Journal of Multivariate Analysis, Elsevier, vol. 145(C), pages 37-43.
    27. Hanna, Richard & Rohm, Andrew & Crittenden, Victoria L., 2011. "We're all connected: The power of the social media ecosystem," Business Horizons, Elsevier, vol. 54(3), pages 265-273, May.
    28. Patrali Chatterjee & Donna L. Hoffman & Thomas P. Novak, 2003. "Modeling the Clickstream: Implications for Web-Based Advertising Efforts," Marketing Science, INFORMS, vol. 22(4), pages 520-541, May.
    29. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer;The Psychometric Society, vol. 39(1), pages 31-36, March.
    30. repec:aud:audfin:v:20:y:2018:i:48:p:454 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Elnur Nabivi, 2020. "Implementation of Green Marketing Concept Through Social Media Activities: A Systematic Literature Review," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(11), pages 55-67.
    2. Rizwan Raheem Ahmed & Faryal Salman & Shahab Alam Malik & Dalia Streimikiene & Riaz Hussain Soomro & Munwar Hussain Pahi, 2020. "Smartphone Use and Academic Performance of University Students: A Mediation and Moderation Analysis," Sustainability, MDPI, vol. 12(1), pages 1-28, January.
    3. Rizwan Raheem Ahmed & Dalia Streimikiene & Zahid Ali Channar & Hassan Abbas Soomro & Justas Streimikis & Grigorios L. Kyriakopoulos, 2022. "The Neuromarketing Concept in Artificial Neural Networks: A Case of Forecasting and Simulation from the Advertising Industry," Sustainability, MDPI, vol. 14(14), pages 1-24, July.
    4. Faheem Bukhari & Saima Hussain & Rizwan Raheem Ahmed & Dalia Streimikiene & Riaz Hussain Soomro & Zahid Ali Channar, 2020. "Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products," Sustainability, MDPI, vol. 12(1), pages 1-22, January.
    5. Shaorong Ji & Pang-Soong Lin, 2022. "Aesthetics of Sustainability: Research on the Design Strategies for Emotionally Durable Visual Communication Design," Sustainability, MDPI, vol. 14(8), pages 1-23, April.
    6. Ivan De Battista & Franco Curmi & Emanuel Said, 2021. "Influencing Factors Affecting Young People’s Attitude Towards Online Advertising: A Systematic Literature Review," International Review of Management and Marketing, Econjournals, vol. 11(3), pages 58-72.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rizwan Raheem Ahmed & Faryal Salman & Shahab Alam Malik & Dalia Streimikiene & Riaz Hussain Soomro & Munwar Hussain Pahi, 2020. "Smartphone Use and Academic Performance of University Students: A Mediation and Moderation Analysis," Sustainability, MDPI, vol. 12(1), pages 1-28, January.
    2. Rizwan Raheem Ahmed & Jolita Vveinhardt & Dalia Streimikiene, 2017. "Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the South Asian countries," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(6), pages 1115-1134, November.
    3. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    4. Wu He & Feng-Kwei Wang & Yong Chen & Shenghua Zha, 0. "An exploratory investigation of social media adoption by small businesses," Information Technology and Management, Springer, vol. 0, pages 1-12.
    5. Moro, Sérgio & Rita, Paulo & Vala, Bernardo, 2016. "Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach," Journal of Business Research, Elsevier, vol. 69(9), pages 3341-3351.
    6. Wu He & Feng-Kwei Wang & Yong Chen & Shenghua Zha, 2017. "An exploratory investigation of social media adoption by small businesses," Information Technology and Management, Springer, vol. 18(2), pages 149-160, June.
    7. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    8. Nicole Allison, 2013. "Going beyond on-pitch success: Fan engagement as a catalyst for growth," Birkbeck Sports Business Centre Working Papers 7, Birkbeck College, Department of Management.
    9. Drago Ruzic & Antun Bilos & Filip Radulovic, 2018. "Preliminary Study Of Personal Marketing In The Digital Environment: Attributes And Perception Of Internet Users In Croatia," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 27(1), pages 209-229, june.
    10. Rizwan Raheem Ahmed & Dalia Streimikiene & Josef Abrhám & Justas Streimikis & Jolita Vveinhardt, 2020. "Social and Behavioral Theories and Physician’s Prescription Behavior," Sustainability, MDPI, vol. 12(8), pages 1-25, April.
    11. Ferrell, Linda & Ferrell, O.C., 2012. "Redirecting direct selling: High-touch embraces high-tech," Business Horizons, Elsevier, vol. 55(3), pages 273-281.
    12. Xi Chen & Chunlan Jiao & Ran Ji & Yu Li, 2021. "Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience," SAGE Open, , vol. 11(4), pages 21582440211, October.
    13. Vijay Viswanathan & Linda D. Hollebeek & Edward C. Malthouse & Ewa Maslowska & Su Jung Kim & Wei Xie, 2017. "The Dynamics of Consumer Engagement with Mobile Technologies," Service Science, INFORMS, vol. 9(1), pages 36-49, March.
    14. Faseeh Amin Beig & Mohammad Furqan Khan, 2018. "Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook," Vision, , vol. 22(3), pages 264-275, September.
    15. Payal S. Kapoor & K.R. Jayasimha & Ashish Sadh, 2013. "Brand-related, Consumer to Consumer, Communication via Social Media," IIM Kozhikode Society & Management Review, , vol. 2(1), pages 43-59, January.
    16. Matea Matic Sosic, 2019. "Examining Social Media Usage In The Context Of Consumer Behaviour," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 28(2), pages 553-566, december.
    17. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).
    18. Brad Sago, 2015. "A Comparison Of User Perceptions And Frequency Of Use Of Social Media To Use Of Social Media," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 8(1), pages 15-29.
    19. Chui Margaret S. M., 2018. "To Explore the Effectiveness of Digital and Experiential Marketing in Attracting Customer Participation in the Hong Kong Wine and Dine Festival," Nang Yan Business Journal, Sciendo, vol. 6(1), pages 21-46, June.
    20. Catherine Baethge & Julia Klier & Mathias Klier, 2016. "Social commerce—state-of-the-art and future research directions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 269-290, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:12:p:3436-:d:242075. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.