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Mobile learning is an emerging concept which has been verified in previous years. With the rapid advancement in mobile technology, it has emerged with new facets that have significant impact on attitude and behavioral intention towards mobile learning. The purpose of the study is to measure the factors that can affect the behavioral intention towards mobile learning in Pakistan. Mediating role of attitude and direct relationshi p of entertainment, informativeness and irritation are measured. Simple random sampling technique is applied to collect data from university students with a sample size of 373 individuals. Confirmatory factor analysis and multi ple regression analysis are applied to measure model fitness and hypotheses. Whereas, dual statistical techniques i.e. Baron and Kenny's and Preacher and Hayes methods are applied to measure the mediation effect. All variables showed significant impact on behavioral intention towards mobile learning except irritation which exhibited partial mediation. Managerial, academic and future implications are also discussed.

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The proliferation of technology in today’s world has led consumers to gain insight into brands via digital communication and shape their purchase intentions accordingly. However, brand awareness alone might not be sufficient to enhance consumers’ purchase intentions in the age of digital communication. Therefore, to paint a more comprehensive picture of this relationship, the paper seeks to address how and when does brand awareness lead to purchase intention in the age of digital communication? Based on the quantitative design, 208 responses conveniently collected were analyzed, and PLS-SEM was employed to examine the hypothesized relationships. The study clarifies empirically the indirect effect of brand awareness, consumer attitude, and purchase intention in the age of digital communication. The study also provides new insights into the moderated-meditation relationship, results indicate that brand awareness in the presence of celebrity endorsement will develop a positive attitude that will positively affect purchase intention. The findings of the study not only contribute to advancing the mediating effect of consumer attitude but also verify the buffering role of celebrity endorsement. In conclusion, companies that use digital communication technologies and take into consideration celebrities who are well-liked by the target market may be able to attract consumers’ attention, shape attitude, and influence them to make a purchase. In the end, both theoretical and practical implications are discussed.