CONSUMER BEHAVIOR AND MARKETING EFFECTIVENESS: MEDIATING ROLE OF BRAND PERCEPTION AND MODERATING ROLE OF DIGITAL EXPOSURE IN PAKISTAN

Abstract

The study explores the consumer behavior dynamics and the role of brand perception as a mediator and digital exposure as a moderator in the effectiveness of marketing strategies in the fragrance industry in Pakistan. Using structural equation modeling and a sample of 300 respondents, the study provides a test of eleven hypotheses, in a broad theoretical framework. The results indicate that consumer behavior, purchase intention and social influence have strong effects on brand perception (-0.339 to -0.469) which in turn has a significant impact on the marketing effectiveness. The brand perception mediates all the consumer behavioral channels towards marketing results with indirect effect between 0.177 and 0.245. Digital exposure is a big, big moderator of the brand perception-effectiveness relationship (= 0.361), and mediated pathways are mediated at a rate of 90 times. The model accounts for 53.6% of the variance in marketing performance. Findings indicate that brand equity-based marketing strategies coupled with strategic optimization of digital activities are better in marketing fragrances.