Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude

The proliferation of technology in today’s world has led consumers to gain insight into brands via digital communication and shape their purchase intentions accordingly. However, brand awareness alone might not be sufficient enhance consumers’ the age communication. Therefore, paint a more comprehensive picture this relationship, paper seeks address how when does lead intention communication? Based on quantitative design, 208 responses conveniently collected were analyzed, PLS-SEM was employed examine hypothesized relationships. study clarifies empirically indirect effect awareness, consumer attitude, also provides new insights moderated-meditation results indicate that presence celebrity endorsement will develop positive attitude positively affect intention. findings only contribute advancing mediating but verify buffering role endorsement. In conclusion, companies use technologies take consideration celebrities who are well-liked by target market may able attract attention, influence them make purchase. end, both theoretical practical implications discussed.