Digital Media Access And User Integrated Content Impact On Brand Purchasing Intents For Sports Apparels In Delhi NCR

Abstract

The advent of Digital Media has fundamentally altered the manner of communication. Marketers are trying to find new ways to engage consumers. In the process, they are relying increasingly on User Generated Content (UGC) to create greater affinity for their products and services with consumers. Few researches have studied the Impact of digital media on the brand purchasing intentions of the sports apparel in Delhi NCR. In the investigation study, brand exposure serves as the prediction variable; the outcome variable is brand purchase intention; mediating variables like brand attitude and brand familiarity forms the conceptual model. The findings add to the subject knowledge of the fast-expanding subject of e-marketing, which contribution equally to academic literatures and business situations. Potentially, it will give marketers knowledge of the efficiency of user generated content as a platform for advertising. Sporting field is arguably one of the most lucrative industries and most manufacturing industries of sports apparel brands like to share and drive sales on the back of various sports. The current research study is the analytical investigation on impact of digital media access and user integrated content on brand purchasing intentions for the sports apparels in Delhi NCR.