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In the present digitalized world where almost everyone is attached with the world through their smart phones and internet, there is an opportunity for the organizations to target their customers through mobile apps. The purpose of present research is to check the impact of digital mobile advertising on customers purchase intention. Independent variable of this research is the digital mobile advertising and customer purchase intention is taken as the dependent variable. Five hypotheses are developed and tested. There are two mediating variables in this research including customer motivation and customer perception. The study is based on Uses and Gratification Theory developed by Katz & Blumler (1974). The data was collected through a structured questionnaire by using judgmental sampling technique. Researcher visited different colleges, universities, parks, shopping mall and restaurants for data collection from the respondents. Questionnaires were distributed in 500 respondents regardless of their gender, age and profession. 50 questionnaires were wasted and 450 questionnaires were used for data analysis. Data was analyzed using SPSS 20 and AMOS 18 softwares
A propos de l'auteur
Hafiz Ahmad Ashraf-faculty member of Punjab college of Commerce (UCP Campus) Gujranwala; visiting faculty member in University of the Punjab Gujranwala; director for business strategy in R&A Consultancy. Conducted training programs for undergraduate and graduate teachers in various cities such as Sailkot, Daska, Gujrat, Hafiz Abad, Shakar Ghar.
