Azra Wakeel Ahmed

Academic

Career

Verbatim text

Investigating the impact of social media marketing elements on brand commitment and brand awareness: with the mediating role of COBRAs.
 
With the growing competition among businesses, the need for digital marketing has escalated in the past decade. Digital marketing gives an opportunity to be creative and help firms to keep themselves standing out. Hence, in order to contribute to the evolving marketing literature, we aim to investigate the impact of social media marketing on brand commitment and brand awareness, however with COBRAs acting as a mediator in this relationship. The study specifically focuses on Pakistani designer clothing brands in order to address this research gap. 
Data would be collected from 250-300 Pakistani social media users through convenience sampling technique. The population framework would consist of social media users from different age brackets. Proposed unit of analysis would be individual where data would be collected from participants through online questionnaires. The data collected would be quantitative, hence SPSS and Smart PLS will be used as statistical tools to analyze it.
 
 
 
 
 
 
 
 
Area of Study: 
Marketing 
Supervisor Name: 
Ms. Sidra Abbas 
Group Members:   
Fatima Talib (I18 - 0115) 
Azra Wakeel Ahmed (I18 - 0165) 
Fatima Maqsood (I18 - 0082)

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