Comparison of Web and App Advertisement with Brand Identification Impact on Purchase Intention: Study on Pakistan’s Personal Care Products Industry

Abstract

The main purpose of this study is to provide a comparison that describes the effect of web and app advertisements on the purchase intention of a consumer. As the web and app advertising sector grows, it's crucial to understand their effectiveness. This research investigates and equates web and app advertisements with reference to consumer behavior with variables of self-congruence, brand image, and brand identification and their impact on intention to purchase. The study also explains how web or app advertisements influence buyer intentions through the mediating role of brand identification. Literature based on the web and apps used in marketing, branding, and social identification are used to construct conceptual models. The research methodology is based on an online self-administered survey questionnaire. The sample used for analysis is 300 customers of personal care products consumers. Both Smart_PLS and SPSS are used for data analysis. The findings reveal significant and positive effects of both web and app advertisements on consumer behavior. Web advertisements have a stronger impact than app advertisements. Furthermore, the mediation of self-congruence brand image and brand identification is also found to be significant. These findings highlight the critical importance of digital advertising strategies in transforming consumer brand perceptions and buying intentions. This research provides valuable insights into the field of marketing, underlining the significance of web and app advertisements in transmuting consumer branding perceptions and purchase intentions.