I am more inclined to buy online–novel social media engagement stimulated purchase intentions post-COVID-19: a case of Pakistani market

Abstract

PurposeThis study sheds light on the differential impact of social media brand engagement on two distinct types of purchase intentions, i.e. online and physical, in the special context of the post-COVID-19 situation in Pakistan. It has shed light on the factor (trust in online purchases during COVID-19) that has shaped the post-pandemic purchasing attitude. The above-stated association is unlocked based on the mediating role of brand equity.Design/methodology/approachThe people who followed the social media pages of major sellers (apparel, grocery, food items and medical supplies) in Pakistan were included as the target population. A time-lagged web-based survey method was employed to collect primary data which generated 308 responses. Quantitative data were analyzed using SPSS 26.0. After checks for validity and reliability, mediation and moderation analysis were run by Hayes PROCESS model 4 and 14 respectively.FindingsResults show that brand equity mediates the relationship of social media engagement with both online and physical purchase intentions. Further, results confirm that trust in online purchases during COVID-19 19 weakens the relationship of social media engagement with physical purchase intentions but strengthens with online purchase intentions.Originality/valueThis study attempts to unveil the moderation of trust in online purchases during COVID-19 on the relationship of social media engagement with online and physical purchase intentions through the mediation of brand equity.

Facebook Advertisements’ Impact on Undergraduate Consumer’s Purchasing Intention in Sindh, Pakistan

“…According to Yoo et al (Yoo et al, 2000) 'brand image' is the combination of brand awareness and brand association. In addition to this, the relationship between social media participation and consumers' intentions to make both online and offline purchases is mediated by brand equity (Fatima et al, 2022). The protocol of brand images and brand association has different categories of products (Low, Lamb, 2000).…”

“…Consumer's Purchasing Intentions: The emerging usage of the Facebook platform, and advertising is altering the business world, in reaction to the consumer's needs and desires (Imtiaz et al, 2021). Another study shows the factor of trust in online purchases increases during COVID-19, with online buy intentions, whereas, social media participation shows a weaker correlation with physical purchase intentions (Fatima et al, 2022). In social media platforms, credibility and trust are still crucial in attracting the consumer's engagement in online media ( Van et al, 2018).…”

“We do it but they don't” unveiling the impact of differentiation-oriented content on purchase intentions through mediation of SM engagement and moderation of social media skills

“…Further, literature suggests that there exists a cause-and-effect relationship between social media engagement and purchase intentions (Fatima et al, 2022). Park et al (2021) found that a positive relationship exists between engagement with social media pages of brands and consumer behaviors, including purchase intentions.…”

“…A three-item measure for differentiation-oriented content was adapted from the study of Lee and Hong (2016). Social media engagement was investigated by a five-item measure adapted from Fatima et al (2022) and Chahal and Rani (2017). Purchase intentions were investigated by a three-item measure adapted from Fatima et al (2022) and Davidson et al (2019).…”

Driving Customer Loyalty through Customer Satisfaction in Online Shopping: The Role of Brand Image, Price, Trust and Website Quality

“…Many businesses are adapting to new technologies and using ecommerce platforms to promote their products (Akram et al, 2022). A customer can decide what to buy at home by looking at and comparing the prices of different competitors' products (Fatima, 2022). The growth and success of a business can be identified by how well its customers are satisfied and how well they remain loyal.…”