The Mediating Role of Brand Knowledge on the Relationship between Internet Advertising and Consumer Buying Behavior

Gaddafi Muhammed, Wasilu Suleiman, Ibrahim Bashir

Abstract


This paper investigates the relationship between internet advertising and consumer buying behavior, focusing on the mediating role of brand knowledge. A cross-sectional design was adopted, with data collected using a five-point Likert scale questionnaire administered to a sample of 384 students from three degree-awarding institutions in Bauchi State. The data was analyzed using descriptive and inferential statistics, and five direct hypotheses were tested using SmartPLS. Partial Least Squares (PLS) path modeling, a variance-based structural equation modeling (SEM) technique, was employed, as it is widely used in business and social sciences. The study's findings revealed that the direct relationship between all dimensions of internet advertising and brand knowledge was both negative and significant. The results indicated an inverse relationship, where higher levels of internet advertising corresponded with higher levels of brand knowledge. However, the correlation between the four dimensions of internet advertising and brand knowledge varied. Based on the findings, the study recommends that companies using internet advertising should offer unique, personalized experiences to customers by conducting thorough customer analysis to tailor their advertisements effectively.


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