VOICE, VIDEO, OR GAME? THE ROLE OF MEDIA COMMUNICATION CHANNELS IN SHAPING BRAND ATTITUDE AND REPURCHASE INTENTION

Abstract

In today’s hyperconnected world, consumers encounter brands across a mix of traditional and digital channels, but not all touchpoints influence them equally. This study explores how different forms of media communication, traditional advertising, firm-created social media, user-generated content, personal selling, and in-game advertising, shape brand attitudes and repurchase intentions in the fast-evolving mobile phone sector. Drawing on the Stimulus-Organism-Response (S-O-R) and Selective Exposure theories, a structured questionnaire was administered to 452 smartphone users, capturing their media engagement and brand perceptions. Using structural equation modeling (SEM), the analysis reveals that firm-created content, peer-driven social media engagement, personal selling, and game advertising significantly enhance brand attitude. In contrast, traditional media, such as TV and print, shows no meaningful impact, signaling a decline in its persuasive power for younger, digitally native consumers. Among all predictors, firm-created social media and brand attitude emerge as the most influential factors driving repurchase intention. The study offers timely insights into the shifting dynamics of brand communication in an age where attention is fragmented, and consumers demand relevance, interactivity, and authenticity. Marketers in high-involvement product categories like smartphones must move beyond one-way communication to more immersive and participatory strategies. By understanding what truly resonates with consumers, whether it's a game ad on their screen or a personalized in-store pitch, brands can better position themselves for loyalty and long-term engagement. These findings hold significant implications for advertising strategy, media planning, and digital brand management in emerging and youth-driven markets.