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Q-2: Read this introduction of the published paper and critically evaluate it and mention the suggestions for improvement. 10 Marks Title: Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the south Asian countries Introduction The digitized world has revolutionized every facet of life whether it is professional or personal. One of the most significant and visible evidence of this transition is the advancement in communication channels, as an emergence of new communication channels with Internet compatibility has been termed digital communication tools (Romaniuk et al. 2017; izmeci, Ercan 2015). The digitized access to the world crops up the concept of emails, SMS, MMS, Facebook, Twitter, and LinkedIn etc. as social media similar to others. Individuals and corporate interaction are become very interactive because of blogs, URLs and search engines (Blair 2017). People having access to the digital means of communication are no more content with texting only; rather they intend to transmit their feelings, opinions, and criticism on the contents of information wherever they feel interference is needed. The digital avenue provides an opportunity to its users not only to access the information but also become the source of information generation (Weber 2009). Digital means of communication like email forums are recognized as the cost-effective and time saving mechanism. This further enables the companies and entrepreneurs to connect the consumers and companies globally in a swift manner (Confos, Devis 2016). The marketing specialists have termed the digital means of communication as 'digital marketing tools'. Fortune entrepreneurs have efficiently utilized the new interactive digital marketing channels to enhance the brand awareness of their strategic products (izmeci, Ercan 2015). Q-2: Read this introduction of the published paper and critically evaluate it and mention the suggestions for improvement. 10 Marks Title: Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the south Asian countries Introduction The digitized world has revolutionized every facet of life whether it is professional or personal. One of the most significant and visible evidence of this transition is the advancement in communication channels, as an emergence of new communication channels with Internet compatibility has been termed digital communication tools (Romaniuk et al. 2017; izmeci, Ercan 2015). The digitized access to the world crops up the concept of emails, SMS, MMS, Facebook, Twitter, and LinkedIn etc. as social media similar to others. Individuals and corporate interaction are become very interactive because of blogs, URLs and search engines (Blair 2017). People having access to the digital means of communication are no more content with texting only; rather they intend to transmit their feelings, opinions, and criticism on the contents of information wherever they feel interference is needed. The digital avenue provides an opportunity to its users not only to access the information but also become the source of information generation (Weber 2009). Digital means of communication like email forums are recognized as the cost-effective and time saving mechanism. This further enables the companies and entrepreneurs to connect the consumers and companies globally in a swift manner (Confos, Devis 2016). The marketing specialists have termed the digital means of communication as 'digital marketing tools'. Fortune entrepreneurs have efficiently utilized the new interactive digital marketing channels to enhance the brand awareness of their strategic products (izmeci, Ercan 2015)