Ai - the Influence of Social Media Marketing on Brand Awareness

Ai - the Influence of Social Media Marketing on Brand Awareness | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Ai - the Influence of Social Media Marketing on Brand Awareness LUCKY GUPTA, DEEPAK TOMAR, SHIVAM PANDEY, Priya Prasad This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-8721893/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract Social media facilitates interpersonal connections and enables the dissemination of personal viewpoints. Visual media formats, such as pictures and videos, are an effective means of entertainment comparable to television. As a result, they have become very significant in the realm of marketing. In recent times, several firms have shown a keen interest in engaging with their clients via social media and advertising their goods across various social media platforms. The present research specifically examined the impact of social media on the development of brand awareness among its users. Its objective was to determine if the extent of brand awareness affects consumers' intention to make a purchase. The findings suggest that the innovative material shared by brands, the online assistance provided by businesses before and after purchase, the promptness of user responses, the attitude towards the company, and the products or services offered by the brand might serve as incentives for consumers to engage with companies via social media and generate brand awareness. Furthermore, it demonstrates that the degree of brand awareness has an impact on consumers' purchasing intentions. Marketing Social Media Marketing Brand awareness Customer engagement with brands Brand Building Figures Figure 1 Figure 2 INTRODUCTION In today's environment, innovation plays a crucial role, with Online platforms for social interaction and communication, serving as a pathway for shops to connect with a diverse client base and promote their products or services in order to attract more shoppers. Social media, as described by Chi (2011), serves as a platform that facilitates communication between companies and consumers. The remarkable surge in social media has facilitated firms in exploring novel methods of engaging with consumers. Consequently, organizations must ascertain how social media may be effectively integrated into their marketing plan in a dependable manner (Mangold and Faulds 2009). Prior to regarding social media as a marketing tool, a shop must possess comprehensive knowledge of each component. Social networking may be defined as the use of site 2.0, where internet users engage in conversation and content sharing facilitated by regular updates made by site administrators. (Kaplan and Haenlein, 2010). In their study, Campbell et al. (2011) found that people are using innovation for purposes beyond data recovery, resulting in an expansion of the sites' value. In addition, he said that Web 2.0 has progressed beyond data recovery to include intelligence, interoperability, and collaboration. (Kaplan and Haenlein 2010) defined social networking as a collection of Internet-based apps that function similarly to Web 2.0 and allow users to generate and exchange user-generated content. (Sinclaire and Vogus 2011) have asserted that social media platforms serve as tools for programming and disseminating user-generated content. In their study, Hofackera and Belancheb (2016) identified eight potential challenges for marketers in the realm of social media: Economic liquefaction, Proactive marketing management, Customer acquisition and retention, multi-faceted marketplaces, Evolving customer buying process, shifting marketing expertise, A system that enables dynamic communication between sender and recipient, including gamified engagement. Online networking has become a means to connect with acquaintances and express our opinions on global news and events. With the proliferation of visual material such as pictures and videos, social media platforms provide an excellent means of leisure equivalent to watching television. The most well-recognized social media platforms such as Facebook, Twitter, Instagram, YouTube, Snapchat, Twitter, and many more. There are several platforms available that provide a diverse range of purposes and appeal to consumers in various ways. Facebook is popular because users can connect with and follow those they know or like, and keep up with the events happening in their life. Twitter is renowned for its use of the hashtag and is an excellent platform for following persons and staying updated on events in a concise and efficient manner, since tweets are limited to 140 characters. Instagram enables users to include a photograph or video accompanied by a caption in every of their posts. Snapchat facilitates communication between users via ephemeral photos and videos that are seen temporarily and then disappear permanently. Each stage has a unique interface, although they are generally similar in providing an accessible online environment for users to interact and stay connected. The current research primarily examined brand awareness achieved via social media and the underlying elements that drive people to engage with companies on these platforms. In order to address the study issues, the following hypotheses have been formulated. Hypothesis 1 H0: Social media has a substantial impact on the establishment of brand recognition. H1: Social media does not have a major effect on the creation of brand awareness. Hypothesis 2 H0: Brand awareness has a statistically significant beneficial effect on consumers' purchasing intention. H1: Brand awareness has no statistically significant beneficial influence on consumers' purchasing intention. This current study has been undertaken due to the increasing importance of social media in developing marketing strategies, as well as the growing number of customers using different social media platforms at various stages of the purchase process. Researchers have extensively studied the significance of social media in various industries and how companies utilize the information shared by users on social media to enhance their product quality. Additionally, they have explored how social media can improve customer relationship management (CRM) and foster brand loyalty among customers. Extensive studies has shown a significant gap in knowledge on the relationship between brand awareness and social media. The majority of academics have undertaken studies on this subject pertaining to various sectors, but no study has been completed on quantifying the extent of brand awareness and its impact on consumers' purchasing choices. My own experience on social media, where I followed many brand sites, inspired me to do this research in order to get more knowledge about different businesses. The current study examined the impact of social media on brand recognition and the characteristics that drive individuals to engage with various businesses. This information may be used by firms to effectively market their brands and cultivate stronger customer relationships. LITERATURE REVIEW Given its integration into daily life, social media data is currently being researched across several academic fields. In their 2018 study, Stefan Stieglitz et al. examined the difficulties encountered in social media analytics and determined that the sheer amount of data was a greater difficulty for researchers. According to a study by Afra Putri Ghaisani et al. in 2017, individuals are motivated to share information on social media based on the sort of content they want to share, such as sensational, political, or personal information. The purpose of sharing is to elicit a reaction from other users. The primary catalyst for users to exchange information on social media is socialization. According to the research conducted by Aizhan Tursunbayeva et al. in 2017, social media has a role in actively or passively monitoring the views of citizens. The primary purpose for which e-government used social media mostly pertains to the categories of transparency, accountability, and democratic involvement, with less focus on cooperation and assessment, as outlined by Bertot et al. (2010). In their research, Radhika Sharma et al. (2017) examined how the material produced by five online clothing businesses on Facebook influenced the development of trust among customers. The findings show a positive correlation between trust and the number of postings, comments, and responses. According to a study conducted by Alev Kocak Alan and Ebru Tumer Kabadayi in 2016, individuals belonging to Generation Y are more inclined toward using social media. Those who are more extroverted are more likely to use social media as a means of socializing. Conversely, persons who possess elevated degrees of neuroticism, agreeableness, and conscientiousness have a decreased inclination to use social media. Companies must understand the personality traits linked to Generation Y's social media use in order to adapt their marketing strategies. Hofacker and Belanche In their study, the author identifies eight specific areas in social media marketing that provide obstacles for marketers. These areas must be addressed in order to effectively use social media usage and information sharing. Utilizing social media platforms for campaigning might enhance marketers' ability to generate awareness more effectively. In their study, Sampogna et al. (2016) discovered that between 2009 and 2014, there was an increase in knowledge and a decrease in the stigma around mental health in England. In their study, Liu and Suh (2017) explored the notion of self-branding using social media and discovered that social media platforms provide individuals more chances to develop their own brands and promote themselves in many fields. They also noted that women, in particular, may use social media to raise awareness about their rights. In a study conducted by Nur Syakirah Ahmad et al. in 2015, it was shown that companies have increasingly used social media into their marketing strategies. The goal is to enhance awareness and endorse their businesses to customers via social media platforms. Branding methods that enhance the brand health score of organizations. Furthermore, it is essential in contemporary times for organizations to have an online presence and actively monitor social media activities. The proliferation of the internet and social media platforms has greatly enhanced global convenience by eliminating linguistic, cultural, and economic obstacles for all players. There is little to no difference in trust levels across different cultures. The research was done in 2015 by Dr. Klaus Nicholas Schmidt and Ms. Kamakshi S. Iyer. Social media has become more significant in the healthcare industry, influencing the choices made by both patients and experts. According to Alma Pentescu et al. (2015), social media in health care has many advantages. Firstly, it enables patients to get timely responses to their inquiries. Additionally, it facilitates interaction amongst patients who share the same health condition, providing them with emotional support. Social networks and online platforms have a significant impact on the interaction between customers and brands, as well as on consumers' purchase habits, which are also impacted by these social networks. In their study, Ebru Enginkaya and Hakan Yilmaz (2014) have found many elements that drive customer engagement with businesses. These aspects include "brand affiliation," "investigation," "opportunity seeking," "conversation," and "entertainment." In a study conducted by Mehdi Abzari et al. in 2014, it was found that virtual conversations facilitated by social media platforms, such as chat rooms, between consumers and companies have the potential to enhance product quality and offer fair prices. Satisfied customers are likely to spread positive word-of-mouth on social media platforms. The 2014 research by Bamani KPD Balakrishnan et al. shown that social media is an essential marketing tool for efficiently and swiftly addressing the younger generation of customers. According to a study by Burcu Mucan and Eda Yasa Ozelturkay in 2014, establishing a presence on social media platforms such as Facebook, Twitter, and LinkedIn is an essential communication strategy for reaching out to clients in today's digital world. In his 2014 study, Efthymios Constantinides discussed the current state of social media and identified its two primary functions within marketing strategy: as a means of gathering customer feedback and market insights, and as a direct channel for marketing communication. Constantinides also presented two possible marketing strategies: harnessing the power of social media to gather customer feedback and market insights, and using it as a direct marketing platform. In a study conducted by Christos Giannakis-Bompolis and Christina Boutsouki in 2014, it was determined that organizations who actively communicate with customers on social media have an improvement in customer satisfaction. The study conducted by Ruohan Li and Ayoung Suh in 2015 investigated the elements that impact an individual's perception of information credibility on social media. The researchers identified interaction, medium reliance, and argument strength as the primary aspects that determine the credibility of information. However, research conducted by Nur Syakirah Ahmad et.al in 2015 found that social media content marketing may enhance the brand health score, serving as a measure of brand awareness. In their study, Zulkifli Abd. Latiff and Nur Ayuni Safira Safiee (2015) examined the branding of home-based businesses established on Instagram. Their findings indicate that Instagram is currently the most effective platform for aspiring business owners to establish their presence before expanding offline. Furthermore, the platform offers the potential for expected profits. The study conducted by Cerchia Alina Elena in 2015 focused on examining the role of social media in facilitating customer relationship management. The analysis highlighted that organizations that adopt social CRM are able to establish stronger relationships with their customers and earn their trust. Additionally, the study found that the information shared by customers on social media platforms can be valuable for product development. In their research, Luisa Struriale and Alessandro (2013) investigated the role of social media in the agrifood system. They discovered that social media serves as a communication medium for sharing purchase experiences. However, the effectiveness of social media in this regard relies on whether the interaction takes place online or offline. In a study conducted by Melanie E. Zaglia in 2012, an investigation was undertaken to determine the presence of distinct brand communities on social networks. The findings of the study confirmed the existence of such communities and also highlighted the benefits of using social media for brand management, as it allows for the establishment of brand communities with little time and financial resources. Irem In his study, Eren Erdogmus (2012) investigated the impact of social media marketing on consumer brand loyalty. The findings revealed that when brands provide attractive campaigns and offers across different social media platforms, users are more likely to develop brand loyalty. Currently, companies use social media as a marketing tool. However, the data published on social media platforms has become a vast database that academics use to perform surveys and support their studies. Advertisers and merchants are using these sites as an alternative strategy to acquire clients and provide them with another avenue for shopping. "Innovations such as the significant expansion of search engines, the advancement of mobile phones and interfaces, the emergence of shared vehicles, and the popularity of social media platforms have greatly increased marketers' ability to reach customers through novel methods." The reference is Shankar et al. (2011). METHODOLOGY In order to evaluate the proposed hypothesis, a questionnaire was created based on the literature review. The questionnaire contained inquiries regarding various factors linked to consumer purchasing patterns, including alternative search, knowledge of the brand, entertainment, chances searching, recognition of needs, intent to purchase, brand interaction, and interaction. A measurement tool called the Likert scale was utilized to gauge the participants' responses. We collected data on various demographics, such as age, occupation, earnings, and education. The research's sample frame consists of individuals who often use social media sites. The study was conducted on a sample size of 200, where data was gathered from and examined for all 200 respondents. Summary Of the Population Characteristics Age below 20 10 20-30 61.5 30-40 19 above 40 9.5 Gender Male 56.2 Female 43.8 Occupation Students 48.4 Employed 40.3 Self Employed 7.8 Other 3.5 Table 1: (Data is in percentage) The data was analyzed using SPSS software, specifically using exploratory factor analysis. This analysis aimed to fulfill one of the research aims, which was to examine the elements that drive user interaction on social media. The Kaiser-Meyer-Olkin test was used to assess the appropriateness of the sample. Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.941 Approx. Chi-Square 5600.606 Bartlett's Test of Sphericity Df 780 Sig. 0 Table 2: KMO and Bartlett's test The result for the KMO test in Table 2 is 0.941, indicating that the sample was very suitable for the analysis. Barlett's test was conducted using the chi-square statistic, which yielded a value of 0.000. Therefore, the null hypothesis is rejected and the alternative hypothesis is accepted. The factors were analyzed using Promax rotation, and the pattern matrix was derived with 7 components based on the Eigenvalues. Eigen Values % of variance Cumulative % of variance 17.531 43.827 43.827 2.695 6.737 50.564 1.837 4.593 55.157 1.394 3.485 58.642 1.357 3.392 62.033 1.222 3.055 65.088 1.004 2.509 67.598 0.87 2.176 69.774 0.835 2.088 71.861 0.792 1.98 73.841 0.744 1.86 75.701 0.709 1.773 77.475 0.603 1.508 78.983 0.56 1.399 80.382 0.54 1.35 81.732 0.528 1.319 83.051 0.479 1.197 84.248 0.442 1.104 85.352 0.437 1.093 86.446 0.421 1.054 87.499 0.411 1.029 88.528 0.376 0.941 89.469 0.364 0.91 90.379 0.358 0.895 91.274 0.327 0.818 92.091 0.305 0.762 92.853 0.294 0.734 93.587 0.276 0.689 94.277 0.258 0.645 94.922 0.25 0.625 95.547 0.244 0.61 96.158 0.222 0.554 96.712 0.209 0.522 97.233 0.195 0.488 97.721 0.182 0.454 98.175 0.178 0.446 98.621 0.168 0.421 99.042 0.15 0.376 99.418 0.124 0.311 99.729 0.11 0.271 100.000 Table 3: Eigenvalues, variance percentage, and cumulative variance , of variables obtained from factor analysis Figure 1 displays the scree plot, which provides information about the number of decreased components. The distance between the nodes, as determined by the eigenvalues, clearly shows that the distance between the first two nodes is greater. This suggests that component 1 exhibits the highest amount of volatility compared to the other factors. The distance between node 2 and node 3 is much shorter in comparison to the distance between node 1 and node 2. This suggests that Component 1 explains a larger proportion of the variability in the dataset than Component 2, and we proceed in a similar manner. factor1 factor2 factor3 factor4 factor5 factor6 factor7 Advertisement credibility 0.547 Drawing attention 0.403 Ease of searching Ease of contacting 0.882 Creativity of brands 0.851 No time and space boundaries 0.820 Convenient to complain 0.653 Entertainingcontent 0.611 Fun 0.547 Complicating intension of purchase 0.645 Newbrandproducttrials 0.632 Affecting purchase 0.568 Trigger purchase 0.553 Triggering Purchase intension 0.551 Interpersonal communication 0.965 Wide information scope 0.866 Ease of interaction with companies 0.683 Voice out opinion 0.639 Post-purchase reliability 0.625 Attractiveness 0.624 Review submission 0.575 Public comments 0.506 Pre-purchase information search 0.471 Information Brands fancy to buy 0.849 Sync with lifestyle 0.786 Brands purchased frequently 0.617 Discounts and promotions 0.537 New offerings 0.492 Influence others 0.469 Information consistency 0.796 Change in opinion 0.761 Personal opinion preoccupied 0.648 Perceptual 0.745 Responsiveness 0.723 Getting Attracted 0.616 Interaction 0.408 Brand perspective 0.721 Brand Switching 0.632 Brand Knowledge 0.424 0.514 Table 4: Variable Loading Factors Factor Factor name Factor 1 Providing pre and post-purchase support by an administrator Factor 2 Brands' creative content Factor 3 Understanding the factors that influence purchasing decisions Factor 4 Assortment of products and services provided by a brand Factor 5 Understanding how consumers perceive a brand Factor 6 Ensuring prompt and effective communication with users Factor 7 Attitude toward a brand Table 5: Based on Variable Loadings from Table 4, The Factors Table is this The factors obtained from the factor analysis are used as regression predictors in the multiple regression analysis. A multiple regression analysis was performed to investigate the correlation between brand awareness and different facets of social media. Model Sum of Squares df Mean Square F Sig. Regression 97.133 7 13.876 1412.648 .000b 1 Residual 1.876 191 0.010 Total 99.009 198 Table 6: ANOVA Results to identify best fit a. The variable being measured or seen is ba. b. Predictors: (Constant), Brand attitude, User reaction, Creative material produced by brands, Brand perception, Brand offers, Decision-making process for purchasing, Pre/post purchase support. The p-value derived from Table 6, which is less than 0.05 (p < 0.0005), indicates that the regression model accurately predicts the outcome variable and is statistically significant, indicating that it is a strong fit. Regression factor Level of Significance pre/post-purchase support 0.000 creative content by brands 0.004 purchase decision making 0.018 Brand offerings 0.000 Brand perception 0.112 User responsiveness 0.000 Brand attitude 0.000 Table 7: regression factors and their Level of significance The regression analysis results are shown in Table 7, indicating the components that are significantly associated with the independent variable, brand awareness, as their level of significance is below 0.05. According to the results of the multiple regression analysis, several elements have been identified as having a substantial influence on brand awareness. The criteria include the pre/post purchase assistance offered by the administration, the innovative material generated by brands, the brand's offers, the response of users, and the general attitude towards the brand. The regression analysis findings clearly demonstrate that social media has a robust beneficial impact on brand awareness. This discovery provides evidence in favor of the alternative hypothesis and disproves the null hypothesis. The findings of the multiple regression analysis support the acceptance of the null hypothesis, indicating that social media does play a substantial role in raising brand awareness. Conversely, the alternative hypothesis is rejected. An analysis was conducted to determine the relationship between brand awareness and users' purchase intention. Sum of Squares Df Mean Square F Sig. Between Groups 75.704 20 3.785 5.509 0.000 Within Groups 122.296 178 0.687 Total 198.000 198 Table 8: Understanding the factors that influence purchase decision-making through One-way ANOVA. Based on the results of the analysis of variance (ANOVA), it can be concluded that the null hypothesis for hypothesis 2 is accepted, as the significance level is less than 0.05. Brand awareness has a strong and positive influence on customer purchase intention, as supported by the accepted hypothesis. CONCLUSION Social media is generally acknowledged as a transformative force, resulting in a notable focus on building a robust social presence. Numerous firms are acknowledging the importance of using social media to improve and fortify their client connections. Marketing experts also using social media channels to efficiently advertise their goods. Studies have also shown that buyers are becoming more attracted to adverts and promotional features on social media, exceeding the efficacy of conventional mass media. According to this research, it is clear that social media has a vital function in establishing brand awareness among consumers. Moreover, the level of familiarity with a brand significantly impacts the likelihood of users' intents to make a purchase. Users are driven to engage with brands due to a multitude of variables, including the help provided by brand administrators before and after purchase, the presence of innovative and compelling content, the influence on purchase decisions, the products and reputation of the brand, the response of other users, and the overall attitude towards the brand. The regression analysis results indicate that out of the seven elements discovered in the factor analysis, only five factors make a meaningful contribution to the development of brand awareness. The elements include pre/post purchase help provided by administrators, user receptiveness, innovative material generated by businesses, brand offers, and brand attitude. According to the statistics, it seems that a substantial proportion of the participants are frequent users of social media. Using Facebook as a promotional platform may be a very successful method to enhance brand recognition. LIMITATIONS Social media has become an essential element of marketing plans for most organizations in today's economic environment. Numerous organizations use social media not just as a platform, but also as a potent marketing tool. This research investigates the impact of social media on the level of recognition that a brand has, without focusing on any specific sector. The primary emphasis did not lie on the customer impressions of various promotional strategies used by marketers on social media. The survey was done only in the city of Ghaziabad and did not include the perspectives of persons from other geographical places. Further investigation may be carried out about a certain sector or business with regards to the level of recognition and familiarity of their brand. Research may also be carried out on topics such as the effects of social media on brand development and its role in fostering brand loyalty. 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International Journal of Information Management , 39 , 156–168. https://doi.org/10.1016/j.ijinfomgt.2017.12.002 Tursunbayeva, A., Franco, M., & Pagliari, C. (2017). Use of social media for e-Government in the public health sector: A systematic review of published studies. In Government Information Quarterly (Vol. 34, Issue 2, pp. 270–282). Elsevier Ltd. https://doi.org/10.1016/j.giq.2017.04.001 Additional Declarations The authors declare no competing interests. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-8721893","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":581862986,"identity":"147396b2-709d-45ac-a6bc-954d719b9617","order_by":0,"name":"LUCKY GUPTA","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA00lEQVRIiWNgGAWjYBACPgYGZhAtw8DeAKQMLAhrYYNq4WHgOQDSIkGKFokEEE2MFonkx8a8OXY8BjefX93wo0CCgb+9O4GAljTjZN5tyTwGt3PKbvYAHSZx5uwGAlpymA/zbmMGaUm7wQPUYiCRS5SWeqDDzqTd/EOsFqDDDvMY3GA/dps4W3ieGRvO3XacR/JMDtttGQMJHoJ+4WdPfizxdlu1HN/x489uvvljI8ff3otfCwgw8YApHgMwSVA5CDD+AFPsD4hSPQpGwSgYBSMPAACB3T+z0DVSKQAAAABJRU5ErkJggg==","orcid":"https://orcid.org/0000-0001-8474-4151","institution":"Raj Kumar Goel Institute of Technology, Ghaziabad","correspondingAuthor":true,"prefix":"","firstName":"LUCKY","middleName":"","lastName":"GUPTA","suffix":""},{"id":581863513,"identity":"135ba0f6-76d4-4738-84f6-ddf5c2b25a1b","order_by":1,"name":"DEEPAK TOMAR","email":"","orcid":"","institution":"Raj Kumar Goel Institute of Technology, Ghaziabad","correspondingAuthor":false,"prefix":"","firstName":"DEEPAK","middleName":"","lastName":"TOMAR","suffix":""},{"id":581863514,"identity":"0ff209f9-6cb4-45d4-8a97-e8025d37ce78","order_by":2,"name":"SHIVAM PANDEY","email":"","orcid":"","institution":"Raj Kumar Goel Institute of Technology, Ghaziabad","correspondingAuthor":false,"prefix":"","firstName":"SHIVAM","middleName":"","lastName":"PANDEY","suffix":""},{"id":581863515,"identity":"c4f5e71a-d5a6-4ddf-887e-27ce8c5cf8be","order_by":3,"name":"Priya Prasad","email":"","orcid":"","institution":"Raj Kumar Goel Institute of Technology, Ghaziabad","correspondingAuthor":false,"prefix":"","firstName":"Priya","middleName":"","lastName":"Prasad","suffix":""}],"badges":[],"createdAt":"2026-01-28 14:17:30","currentVersionCode":1,"declarations":{"humanSubjects":true,"vertebrateSubjects":true,"conflictsOfInterestStatement":false,"humanSubjectEthicalGuidelines":true,"humanSubjectConsent":true,"humanSubjectClinicalTrial":false,"humanSubjectCaseReport":false,"vertebrateSubjectEthicalGuidelines":true},"doi":"10.21203/rs.3.rs-8721893/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-8721893/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":101840187,"identity":"2f04b3a6-faf1-439f-b13a-0539cd8699f2","added_by":"auto","created_at":"2026-02-04 08:26:15","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":24820,"visible":true,"origin":"","legend":"\u003cp\u003eScreen Plot\u003c/p\u003e","description":"","filename":"1.png","url":"https://assets-eu.researchsquare.com/files/rs-8721893/v1/cc2d38b2b77ffa68207efd35.png"},{"id":101840217,"identity":"f9cabbec-201a-4cdc-957a-dbac8c493cb9","added_by":"auto","created_at":"2026-02-04 08:26:21","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":26301,"visible":true,"origin":"","legend":"\u003cp\u003eUnnumbered image in the METHODOLOGY section.\u003c/p\u003e","description":"","filename":"un1.png","url":"https://assets-eu.researchsquare.com/files/rs-8721893/v1/beea0fba927d2e8d2144dc0d.png"},{"id":101840317,"identity":"a993705c-d688-4130-9e81-a7e338c8b7fe","added_by":"auto","created_at":"2026-02-04 08:26:34","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":630707,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-8721893/v1/860fb3ff-d5c9-49f1-83b3-fa84747d7ed0.pdf"}],"financialInterests":"The authors declare no competing interests.","formattedTitle":"\u003cp\u003e\u003cstrong\u003eAi - the Influence of Social Media Marketing on Brand Awareness\u003c/strong\u003e\u003c/p\u003e","fulltext":[{"header":"INTRODUCTION","content":"\u003cp\u003eIn today's environment, innovation plays a crucial role, with Online platforms for social interaction and communication, serving as a pathway for shops to connect with a diverse client base and promote their products or services in order to attract more shoppers. Social media, as described by Chi (2011), serves as a platform that facilitates communication between companies and consumers. The remarkable surge in social media has facilitated firms in exploring novel methods of engaging with consumers. Consequently, organizations must ascertain how social media may be effectively integrated into their marketing plan in a dependable manner (Mangold and Faulds 2009).\u003c/p\u003e \u003cp\u003ePrior to regarding social media as a marketing tool, a shop must possess comprehensive knowledge of each component. Social networking may be defined as the use of site 2.0, where internet users engage in conversation and content sharing facilitated by regular updates made by site administrators. (Kaplan and Haenlein, 2010). In their study, Campbell et al. (2011) found that people are using innovation for purposes beyond data recovery, resulting in an expansion of the sites' value. In addition, he said that Web 2.0 has progressed beyond data recovery to include intelligence, interoperability, and collaboration.\u003c/p\u003e \u003cp\u003e(Kaplan and Haenlein 2010) defined social networking as a collection of Internet-based apps that function similarly to Web 2.0 and allow users to generate and exchange user-generated content. (Sinclaire and Vogus 2011) have asserted that social media platforms serve as tools for programming and disseminating user-generated content.\u003c/p\u003e \u003cp\u003eIn their study, Hofackera and Belancheb (2016) identified eight potential challenges for marketers in the realm of social media: Economic liquefaction, Proactive marketing management, Customer acquisition and retention, multi-faceted marketplaces, Evolving customer buying process, shifting marketing expertise, A system that enables dynamic communication between sender and recipient, including gamified engagement.\u003c/p\u003e \u003cp\u003eOnline networking has become a means to connect with acquaintances and express our opinions on global news and events. With the proliferation of visual material such as pictures and videos, social media platforms provide an excellent means of leisure equivalent to watching television. The most well-recognized social media platforms such as Facebook, Twitter, Instagram, YouTube, Snapchat, Twitter, and many more.\u003c/p\u003e \u003cp\u003eThere are several platforms available that provide a diverse range of purposes and appeal to consumers in various ways. Facebook is popular because users can connect with and follow those they know or like, and keep up with the events happening in their life. Twitter is renowned for its use of the hashtag and is an excellent platform for following persons and staying updated on events in a concise and efficient manner, since tweets are limited to 140 characters. Instagram enables users to include a photograph or video accompanied by a caption in every of their posts. Snapchat facilitates communication between users via ephemeral photos and videos that are seen temporarily and then disappear permanently. Each stage has a unique interface, although they are generally similar in providing an accessible online environment for users to interact and stay connected.\u003c/p\u003e \u003cp\u003eThe current research primarily examined brand awareness achieved via social media and the underlying elements that drive people to engage with companies on these platforms. In order to address the study issues, the following hypotheses have been formulated.\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eHypothesis 1\u003c/strong\u003e \u003cp\u003eH0: Social media has a substantial impact on the establishment of brand recognition.\u003c/p\u003e \u003c/p\u003e \u003cp\u003eH1: Social media does not have a major effect on the creation of brand awareness.\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eHypothesis 2\u003c/strong\u003e \u003cp\u003eH0: Brand awareness has a statistically significant beneficial effect on consumers' purchasing intention.\u003c/p\u003e \u003c/p\u003e \u003cp\u003eH1: Brand awareness has no statistically significant beneficial influence on consumers' purchasing intention.\u003c/p\u003e \u003cp\u003eThis current study has been undertaken due to the increasing importance of social media in developing marketing strategies, as well as the growing number of customers using different social media platforms at various stages of the purchase process. Researchers have extensively studied the significance of social media in various industries and how companies utilize the information shared by users on social media to enhance their product quality. Additionally, they have explored how social media can improve customer relationship management (CRM) and foster brand loyalty among customers. Extensive studies has shown a significant gap in knowledge on the relationship between brand awareness and social media. The majority of academics have undertaken studies on this subject pertaining to various sectors, but no study has been completed on quantifying the extent of brand awareness and its impact on consumers' purchasing choices. My own experience on social media, where I followed many brand sites, inspired me to do this research in order to get more knowledge about different businesses. The current study examined the impact of social media on brand recognition and the characteristics that drive individuals to engage with various businesses. This information may be used by firms to effectively market their brands and cultivate stronger customer relationships.\u003c/p\u003e"},{"header":"LITERATURE REVIEW","content":"\u003cp\u003eGiven its integration into daily life, social media data is currently being researched across several academic fields.\u0026nbsp;\u003c/p\u003e\n\u003col\u003e\n \u003cli\u003eIn their 2018 study, Stefan Stieglitz et al. examined the difficulties encountered in social media analytics and determined that the sheer amount of data was a greater difficulty for researchers. According to a study by Afra Putri Ghaisani et al. in 2017, individuals are motivated to share information on social media based on the sort of content they want to share, such as sensational, political, or personal information. The purpose of sharing is to elicit a reaction from other users. The primary catalyst for users to exchange information on social media is socialization.\u003c/li\u003e\n \u003cli\u003eAccording to the research conducted by Aizhan Tursunbayeva et al. in 2017, social media has a role in actively or passively monitoring the views of citizens. The primary purpose for which e-government used social media mostly pertains to the categories of transparency, accountability, and democratic involvement, with less focus on cooperation and assessment, as outlined by Bertot et al. (2010). In their research, Radhika Sharma et al. (2017) examined how the material produced by five online clothing businesses on Facebook influenced the development of trust among customers. The findings show a positive correlation between trust and the number of postings, comments, and responses.\u003c/li\u003e\n \u003cli\u003eAccording to a study conducted by Alev Kocak Alan and Ebru Tumer Kabadayi in 2016, individuals belonging to Generation Y are more inclined toward using social media. Those who are more extroverted are more likely to use social media as a means of socializing. Conversely, persons who possess elevated degrees of neuroticism, agreeableness, and conscientiousness have a decreased inclination to use social media. Companies must understand the personality traits linked to Generation Y\u0026apos;s social media use in order to adapt their marketing strategies.\u003c/li\u003e\n \u003cli\u003eHofacker and Belanche In their study, the author identifies eight specific areas in social media marketing that provide obstacles for marketers. These areas must be addressed in order to effectively use social media usage and information sharing. Utilizing social media platforms for campaigning might enhance marketers\u0026apos; ability to generate awareness more effectively.\u0026nbsp;\u003c/li\u003e\n \u003cli\u003eIn their study, Sampogna et al. (2016) discovered that between 2009 and 2014, there was an increase in knowledge and a decrease in the stigma around mental health in England. In their study, Liu and Suh (2017) explored the notion of self-branding using social media and discovered that social media platforms provide individuals more chances to develop their own brands and promote themselves in many fields. They also noted that women, in particular, may use social media to raise awareness about their rights.\u003c/li\u003e\n \u003cli\u003eIn a study conducted by Nur Syakirah Ahmad et al. in 2015, it was shown that companies have increasingly used social media into their marketing strategies. The goal is to enhance awareness and endorse their businesses to customers via social media platforms.\u0026nbsp;\u003c/li\u003e\n \u003cli\u003eBranding methods that enhance the brand health score of organizations. Furthermore, it is essential in contemporary times for organizations to have an online presence and actively monitor social media activities. The proliferation of the internet and social media platforms has greatly enhanced global convenience by eliminating linguistic, cultural, and economic obstacles for all players. There is little to no difference in trust levels across different cultures. The research was done in 2015 by Dr. Klaus Nicholas Schmidt and Ms. Kamakshi S. Iyer.\u003c/li\u003e\n \u003cli\u003eSocial media has become more significant in the healthcare industry, influencing the choices made by both patients and experts. According to Alma Pentescu et al. (2015), social media in health care has many advantages. Firstly, it enables patients to get timely responses to their inquiries. Additionally, it facilitates interaction amongst patients who share the same health condition, providing them with emotional support.\u003c/li\u003e\n \u003cli\u003eSocial networks and online platforms have a significant impact on the interaction between customers and brands, as well as on consumers\u0026apos; purchase habits, which are also impacted by these social networks. In their study, Ebru Enginkaya and Hakan Yilmaz (2014) have found many elements that drive customer engagement with businesses. These aspects include \u0026quot;brand affiliation,\u0026quot; \u0026quot;investigation,\u0026quot; \u0026quot;opportunity seeking,\u0026quot; \u0026quot;conversation,\u0026quot; and \u0026quot;entertainment.\u0026quot;\u0026nbsp;\u003c/li\u003e\n \u003cli\u003eIn a study conducted by Mehdi Abzari et al. in 2014, it was found that virtual conversations facilitated by social media platforms, such as chat rooms, between consumers and companies have the potential to enhance product quality and offer fair prices. Satisfied customers are likely to spread positive word-of-mouth on social media platforms.\u0026nbsp;\u003c/li\u003e\n \u003cli\u003eThe 2014 research by Bamani KPD Balakrishnan et al. shown that social media is an essential marketing tool for efficiently and swiftly addressing the younger generation of customers.\u003c/li\u003e\n \u003cli\u003e\u0026nbsp;According to a study by Burcu Mucan and Eda Yasa Ozelturkay in 2014, establishing a presence on social media platforms such as Facebook, Twitter, and LinkedIn is an essential communication strategy for reaching out to clients in today\u0026apos;s digital world.\u003c/li\u003e\n \u003cli\u003eIn his 2014 study, Efthymios Constantinides discussed the current state of social media and identified its two primary functions within marketing strategy: as a means of gathering customer feedback and market insights, and as a direct channel for marketing communication. Constantinides also presented two possible marketing strategies: harnessing the power of social media to gather customer feedback and market insights, and using it as a direct marketing platform.\u0026nbsp;\u003c/li\u003e\n \u003cli\u003eIn a study conducted by Christos Giannakis-Bompolis and Christina Boutsouki in 2014, it was determined that organizations who actively communicate with customers on social media have an improvement in customer satisfaction.\u0026nbsp;\u003c/li\u003e\n \u003cli\u003eThe study conducted by Ruohan Li and Ayoung Suh in 2015 investigated the elements that impact an individual\u0026apos;s perception of information credibility on social media. The researchers identified interaction, medium reliance, and argument strength as the primary aspects that determine the credibility of information.\u0026nbsp;\u003c/li\u003e\n \u003cli\u003eHowever, research conducted by Nur Syakirah Ahmad et.al in 2015 found that social media content marketing may enhance the brand health score, serving as a measure of brand awareness.\u0026nbsp;\u003c/li\u003e\n \u003cli\u003eIn their study, Zulkifli Abd. Latiff and Nur Ayuni Safira Safiee (2015) examined the branding of home-based businesses established on Instagram. Their findings indicate that Instagram is currently the most effective platform for aspiring business owners to establish their presence before expanding offline. Furthermore, the platform offers the potential for expected profits.\u0026nbsp;\u003c/li\u003e\n \u003cli\u003eThe study conducted by Cerchia Alina Elena in 2015 focused on examining the role of social media in facilitating customer relationship management. The analysis highlighted that organizations that adopt social CRM are able to establish stronger relationships with their customers and earn their trust. Additionally, the study found that the information shared by customers on social media platforms can be valuable for product development.\u003c/li\u003e\n \u003cli\u003eIn their research, Luisa Struriale and Alessandro (2013) investigated the role of social media in the agrifood system. They discovered that social media serves as a communication medium for sharing purchase experiences. However, the effectiveness of social media in this regard relies on whether the interaction takes place online or offline.\u0026nbsp;\u003c/li\u003e\n \u003cli\u003eIn a study conducted by Melanie E. Zaglia in 2012, an investigation was undertaken to determine the presence of distinct brand communities on social networks. The findings of the study confirmed the existence of such communities and also highlighted the benefits of using social media for brand management, as it allows for the establishment of brand communities with little time and financial resources.\u003c/li\u003e\n \u003cli\u003eIrem In his study, Eren Erdogmus (2012) investigated the impact of social media marketing on consumer brand loyalty. The findings revealed that when brands provide attractive campaigns and offers across different social media platforms, users are more likely to develop brand loyalty. Currently, companies use social media as a marketing tool. However, the data published on social media platforms has become a vast database that academics use to perform surveys and support their studies.\u003c/li\u003e\n \u003cli\u003e\u0026nbsp;Advertisers and merchants are using these sites as an alternative strategy to acquire clients and provide them with another avenue for shopping. \u0026quot;Innovations such as the significant expansion of search engines, the advancement of mobile phones and interfaces, the emergence of shared vehicles, and the popularity of social media platforms have greatly increased marketers\u0026apos; ability to reach customers through novel methods.\u0026quot; The reference is Shankar et al. (2011).\u003c/li\u003e\n\u003c/ol\u003e"},{"header":"METHODOLOGY","content":"\u003cp\u003eIn order to evaluate the proposed hypothesis, a questionnaire was created based on the literature review. The questionnaire contained inquiries regarding various factors linked to consumer purchasing patterns, including\u0026nbsp;alternative search, knowledge of the brand, entertainment, chances searching, recognition of needs, intent to purchase, brand interaction, and interaction. A measurement tool called the Likert scale was utilized to gauge the participants' responses. We collected data on various demographics, such as age, occupation, earnings, and education.\u003c/p\u003e\n\u003cp\u003eThe research's sample frame consists of individuals who often use social media sites. The study was conducted on a sample size of 200, where data was gathered from and examined for all 200 respondents.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eSummary Of the Population Characteristics\u003c/strong\u003e\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"565\"\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd rowspan=\"4\"\u003e\n \u003cp\u003eAge\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\n \u003cp\u003ebelow 20\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e10\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"bottom\"\u003e\n \u003cp\u003e20-30\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e61.5\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"bottom\"\u003e\n \u003cp\u003e30-40\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e19\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"bottom\"\u003e\n \u003cp\u003eabove 40\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e9.5\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd rowspan=\"2\"\u003e\n \u003cp\u003eGender\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\n \u003cp\u003eMale\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e56.2\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"bottom\"\u003e\n \u003cp\u003eFemale\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e43.8\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd rowspan=\"4\"\u003e\n \u003cp\u003eOccupation\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\n \u003cp\u003eStudents\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e48.4\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"bottom\"\u003e\n \u003cp\u003eEmployed\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e40.3\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"bottom\"\u003e\n \u003cp\u003eSelf Employed\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e7.8\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"bottom\"\u003e\n \u003cp\u003eOther\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e3.5\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/table\u003e\n\u003cp\u003eTable 1: (Data is in percentage)\u003c/p\u003e\n\u003cp\u003eThe data was analyzed using SPSS software, specifically using exploratory factor analysis. This analysis aimed to fulfill one of the research aims, which was to examine the elements that drive user interaction on social media. The Kaiser-Meyer-Olkin test was used to assess the appropriateness of the sample.\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"627\"\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd colspan=\"3\"\u003e\n \u003cp\u003eKaiser-Meyer-Olkin Measure of Sampling Adequacy.\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e\u003cstrong\u003e0.941\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd colspan=\"2\"\u003e\n \u003cp\u003eApprox. Chi-Square\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e5600.606\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd rowspan=\"2\"\u003e\n \u003cp\u003eBartlett's Test of Sphericity\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003eDf\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e780\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003eSig.\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/table\u003e\n\u003cp\u003eTable 2: KMO and Bartlett's test\u003c/p\u003e\n\u003cp\u003eThe result for the KMO test in Table 2 is 0.941, indicating that the sample was very suitable for the analysis. Barlett's test was conducted using the chi-square statistic, which yielded a value of 0.000. Therefore, the null hypothesis is rejected and the alternative hypothesis is accepted.\u003c/p\u003e\n\u003cp\u003eThe factors were analyzed using Promax rotation, and the pattern matrix was derived with 7 components based on the Eigenvalues.\u003cstrong\u003e\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"327\"\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e\u003cstrong\u003eEigen Values\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e\u003cstrong\u003e% of variance\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e\u003cstrong\u003eCumulative % of variance\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e17.531\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e43.827\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e43.827\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e2.695\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e6.737\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e50.564\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e1.837\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e4.593\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e55.157\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e1.394\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e3.485\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e58.642\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e1.357\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e3.392\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e62.033\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e1.222\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e3.055\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e65.088\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e1.004\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e2.509\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e67.598\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.87\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e2.176\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e69.774\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.835\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e2.088\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e71.861\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.792\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.98\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e73.841\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.744\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.86\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e75.701\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.709\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.773\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e77.475\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.603\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.508\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e78.983\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.56\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.399\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e80.382\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.54\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.35\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e81.732\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.528\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.319\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e83.051\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.479\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.197\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e84.248\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.442\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.104\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e85.352\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.437\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.093\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e86.446\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.421\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.054\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e87.499\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.411\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e1.029\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e88.528\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.376\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.941\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e89.469\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.364\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.91\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e90.379\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.358\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.895\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e91.274\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.327\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.818\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e92.091\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.305\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.762\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e92.853\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.294\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.734\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e93.587\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.276\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.689\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e94.277\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.258\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.645\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e94.922\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.25\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.625\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e95.547\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.244\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.61\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e96.158\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.222\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.554\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e96.712\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.209\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.522\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e97.233\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.195\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.488\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e97.721\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.182\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.454\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e98.175\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.178\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.446\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e98.621\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.168\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.421\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e99.042\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.15\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.376\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e99.418\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.124\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.311\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e99.729\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\n \u003cp\u003e0.11\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e0.271\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\n \u003cp\u003e100.000\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/table\u003e\n\u003cp\u003eTable 3: Eigenvalues, variance percentage, and cumulative variance , of variables obtained from factor analysis\u003c/p\u003e\n\u003cp\u003eFigure 1 displays the scree plot, which provides information about the number of decreased components. The distance between the nodes, as determined by the eigenvalues, clearly shows that the distance between the first two nodes is greater. This suggests that component 1 exhibits the highest amount of volatility compared to the other factors. The distance between node 2 and node 3 is much shorter in comparison to the distance between node 1 and node 2. This suggests that Component 1 explains a larger proportion of the variability in the dataset than Component 2, and we proceed in a similar manner.\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"591\"\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003efactor1\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003efactor2\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003efactor3\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003efactor4\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003efactor5\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003efactor6\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003efactor7\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eAdvertisement credibility\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.547\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eDrawing attention\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.403\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eEase of searching\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eEase of contacting\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.882\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eCreativity of brands\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.851\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eNo time and space boundaries\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.820\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eConvenient to complain\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.653\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eEntertainingcontent\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.611\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eFun\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.547\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eComplicating intension of purchase\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.645\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eNewbrandproducttrials\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.632\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eAffecting purchase\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.568\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eTrigger purchase\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.553\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eTriggering Purchase intension\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.551\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eInterpersonal communication\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.965\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eWide information scope\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.866\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eEase of interaction with companies\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.683\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eVoice out opinion\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.639\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003ePost-purchase reliability\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.625\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eAttractiveness\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.624\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eReview submission\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.575\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003ePublic comments\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.506\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003ePre-purchase information search\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.471\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eInformation\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eBrands fancy to buy\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.849\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eSync with lifestyle\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.786\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eBrands purchased frequently\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.617\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eDiscounts and promotions\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.537\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eNew offerings\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.492\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eInfluence others\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.469\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eInformation consistency\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.796\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eChange in opinion\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.761\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003ePersonal opinion preoccupied\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.648\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003ePerceptual\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.745\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eResponsiveness\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.723\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eGetting Attracted\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.616\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eInteraction\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.408\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eBrand perspective\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.721\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eBrand Switching\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.632\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eBrand Knowledge\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.424\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.514\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/table\u003e\n\u003cp\u003eTable 4: Variable Loading Factors\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"575\"\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003eFactor\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003eFactor name\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eFactor 1\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eProviding pre and post-purchase support by an administrator\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eFactor 2\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eBrands' creative content\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eFactor 3\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eUnderstanding the factors that influence purchasing decisions\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eFactor 4\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eAssortment of products and services provided by a brand\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eFactor 5\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eUnderstanding how consumers perceive a brand\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eFactor 6\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eEnsuring prompt and effective communication with users\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eFactor 7\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eAttitude toward a brand\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/table\u003e\n\u003cp\u003eTable 5: Based on Variable Loadings from Table 4, The Factors Table is this\u003c/p\u003e\n\u003cp\u003eThe factors obtained from the factor analysis are used as regression predictors in the multiple regression analysis. A multiple regression analysis was performed to investigate the correlation between brand awareness and different facets of social media.\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"577\"\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd colspan=\"2\" valign=\"top\"\u003e\n \u003cp\u003eModel\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eSum of Squares\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003edf\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eMean Square\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eF\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eSig.\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"bottom\"\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eRegression\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e97.133\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e7\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e13.876\u003c/p\u003e\n \u003c/td\u003e\u003ctd rowspan=\"3\" valign=\"top\"\u003e\n \u003cp\u003e1412.648\u003c/p\u003e\n \u003c/td\u003e\u003ctd rowspan=\"3\" valign=\"top\"\u003e\n \u003cp\u003e.000b\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eResidual\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e1.876\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e191\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e0.010\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eTotal\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e99.009\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e198\u003c/p\u003e\n \u003c/td\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/table\u003e\n\u003cp\u003eTable 6: ANOVA Results to identify best fit\u003c/p\u003e\n\u003cp\u003ea. The variable being measured or seen is ba.\u0026nbsp;\u003cbr\u003e\u0026nbsp;b. Predictors: (Constant), Brand attitude, User reaction, Creative material produced by brands, Brand perception, Brand offers, Decision-making process for purchasing, Pre/post purchase support.\u003c/p\u003e\n\u003cp\u003eThe p-value derived from Table 6, which is less than 0.05 (p \u0026lt; 0.0005), indicates that the regression model accurately predicts the outcome variable and is statistically significant, indicating that it is a strong fit.\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"523\"\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003eRegression factor\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003eLevel of Significance\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003epre/post-purchase support\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003e0.000\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003ecreative content by brands\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003e0.004\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003epurchase decision making\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003e0.018\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eBrand offerings\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003e0.000\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eBrand perception\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003e0.112\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eUser responsiveness\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003e0.000\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eBrand attitude\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003e0.000\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/table\u003e\n\u003cp\u003eTable 7: regression factors and their Level of significance\u003c/p\u003e\n\u003cp\u003eThe regression analysis results are shown in Table 7, indicating the components that are significantly associated with the independent variable, brand awareness, as their level of significance is below 0.05. According to the results of the multiple regression analysis, several elements have been identified as having a substantial influence on brand awareness. The criteria include the pre/post purchase assistance offered by the administration, the innovative material generated by brands, the brand's offers, the response of users, and the general attitude towards the brand. The regression analysis findings clearly demonstrate that social media has a robust beneficial impact on brand awareness. This discovery provides evidence in favor of the alternative hypothesis and disproves the null hypothesis.\u003c/p\u003e\n\u003cp\u003eThe findings of the multiple regression analysis support the acceptance of the null hypothesis, indicating that social media does play a substantial role in raising brand awareness. Conversely, the alternative hypothesis is rejected.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eAn analysis was conducted to determine the relationship between brand awareness and users' purchase intention.\u003c/p\u003e\n\u003ctable border=\"0\" cellspacing=\"0\" cellpadding=\"0\" width=\"498\" class=\"fr-table-selection-hover\"\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd\u003e\u003cbr\u003e\u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eSum of Squares\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\" style=\"width: 6.2249%;\"\u003e\n \u003cp\u003eDf\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\" style=\"width: 21.6867%;\"\u003e\n \u003cp\u003eMean Square\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eF\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eSig.\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eBetween Groups\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e75.704\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\" style=\"width: 6.2249%;\"\u003e\n \u003cp\u003e20\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\" style=\"width: 21.6867%;\"\u003e\n \u003cp\u003e3.785\u003c/p\u003e\n \u003c/td\u003e\u003ctd rowspan=\"3\" valign=\"top\"\u003e\n \u003cp\u003e5.509\u003c/p\u003e\n \u003c/td\u003e\u003ctd rowspan=\"3\" valign=\"top\"\u003e\n \u003cp\u003e\u003cstrong\u003e0.000\u003c/strong\u003e\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eWithin Groups\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e122.296\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\" style=\"width: 6.2249%;\"\u003e\n \u003cp\u003e178\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\" style=\"width: 21.6867%;\"\u003e\n \u003cp\u003e0.687\u003c/p\u003e\n \u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003eTotal\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\"\u003e\n \u003cp\u003e198.000\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"top\" style=\"width: 6.2249%;\"\u003e\n \u003cp\u003e198\u003c/p\u003e\n \u003c/td\u003e\u003ctd valign=\"bottom\" style=\"width: 21.6867%;\"\u003e\u003cbr\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/table\u003e\n\u003cp\u003eTable 8:\u0026nbsp;Understanding the factors that influence purchase decision-making through One-way ANOVA.\u003c/p\u003e\n\u003cp\u003eBased on the results of the analysis of variance (ANOVA), it can be concluded that the null hypothesis for hypothesis 2 is accepted, as the significance level is less than 0.05. Brand awareness has a strong and positive influence on customer purchase intention, as supported by the accepted hypothesis.\u003c/p\u003e"},{"header":"CONCLUSION","content":"\u003cp\u003eSocial media is generally acknowledged as a transformative force, resulting in a notable focus on building a robust social presence. Numerous firms are acknowledging the importance of using social media to improve and fortify their client connections. Marketing experts also using social media channels to efficiently advertise their goods. Studies have also shown that buyers are becoming more attracted to adverts and promotional features on social media, exceeding the efficacy of conventional mass media. According to this research, it is clear that social media has a vital function in establishing brand awareness among consumers. Moreover, the level of familiarity with a brand significantly impacts the likelihood of users' intents to make a purchase. Users are driven to engage with brands due to a multitude of variables, including the help provided by brand administrators before and after purchase, the presence of innovative and compelling content, the influence on purchase decisions, the products and reputation of the brand, the response of other users, and the overall attitude towards the brand. The regression analysis results indicate that out of the seven elements discovered in the factor analysis, only five factors make a meaningful contribution to the development of brand awareness. The elements include pre/post purchase help provided by administrators, user receptiveness, innovative material generated by businesses, brand offers, and brand attitude. According to the statistics, it seems that a substantial proportion of the participants are frequent users of social media. Using Facebook as a promotional platform may be a very successful method to enhance brand recognition.\u003c/p\u003e"},{"header":"LIMITATIONS","content":"\u003cp\u003eSocial media has become an essential element of marketing plans for most organizations in today's economic environment. Numerous organizations use social media not just as a platform, but also as a potent marketing tool. This research investigates the impact of social media on the level of recognition that a brand has, without focusing on any specific sector. The primary emphasis did not lie on the customer impressions of various promotional strategies used by marketers on social media. The survey was done only in the city of Ghaziabad and did not include the perspectives of persons from other geographical places. Further investigation may be carried out about a certain sector or business with regards to the level of recognition and familiarity of their brand. Research may also be carried out on topics such as the effects of social media on brand development and its role in fostering brand loyalty. Additionally, we may get valuable understanding about customer perspectives on social media advertising.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eAbzari, M., Ghassemi, R. A., \u0026amp; Vosta, L. N. (2014). Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company. \u003cem\u003eProcedia - Social and Behavioral Sciences\u003c/em\u003e, \u003cem\u003e143\u003c/em\u003e, 822\u0026ndash;826. https://doi.org/10.1016/j.sbspro.2014.07.483\u003c/li\u003e\n\u003cli\u003eAgnihotri, R., Dingus, R., Hu, M. Y., \u0026amp; Krush, M. T. (2016). 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Elsevier Ltd. https://doi.org/10.1016/j.giq.2017.04.001\u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":true,"hideJournal":true,"highlight":"","institution":"Raj Kumar Goel Institute of Technology, Ghaziabad","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Social Media Marketing, Brand awareness, Customer engagement with brands, Brand Building","lastPublishedDoi":"10.21203/rs.3.rs-8721893/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-8721893/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eSocial media facilitates interpersonal connections and enables the dissemination of personal viewpoints. Visual media formats, such as pictures and videos, are an effective means of entertainment comparable to television. As a result, they have become very significant in the realm of marketing. In recent times, several firms have shown a keen interest in engaging with their clients via social media and advertising their goods across various social media platforms. The present research specifically examined the impact of social media on the development of brand awareness among its users. Its objective was to determine if the extent of brand awareness affects consumers' intention to make a purchase. The findings suggest that the innovative material shared by brands, the online assistance provided by businesses before and after purchase, the promptness of user responses, the attitude towards the company, and the products or services offered by the brand might serve as incentives for consumers to engage with companies via social media and generate brand awareness. Furthermore, it demonstrates that the degree of brand awareness has an impact on consumers' purchasing intentions.\u003c/p\u003e","manuscriptTitle":"Ai - the Influence of Social Media Marketing on Brand Awareness","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2026-02-04 08:25:55","doi":"10.21203/rs.3.rs-8721893/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"6f2f00a0-561e-43f8-82ab-ea5f9350c36b","owner":[],"postedDate":"February 4th, 2026","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":62292049,"name":"Marketing"}],"tags":[],"updatedAt":"2026-02-04T08:25:55+00:00","versionOfRecord":[],"versionCreatedAt":"2026-02-04 08:25:55","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-8721893","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-8721893","identity":"rs-8721893","version":["v1"]},"buildId":"XKTyCvWXoU3ODBz1xrDgd","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}