DRIVING DIGITAL PURCHASES: HOW SOCIAL MEDIA MARKETING SHAPES CONSUMER BUYING INTENTION THROUGH BRAND TRUST

Abstract

This study examines the impact of social media marketing on consumer purchase intention in the context of Pakistan’s fashion and apparel e-commerce industry, with brand trust as a mediating variable. The research investigates key dimensions of social media marketing, including entertainment, interaction, electronic word-of-mouth (e-WOM), customization, and trendiness, and their influence on consumer purchase intention. A quantitative research design was adopted, and data were collected from active social media users with online shopping experience. The findings reveal that social media marketing significantly and positively influences consumer purchase intention. Among all dimensions, e-WOM emerged as the most influential factor, highlighting the importance of online reviews and consumer-generated content in shaping purchasing decisions. Furthermore, brand trust was found to significantly mediate the relationship between social media marketing and purchase intention, confirming its critical role in reducing uncertainty and enhancing consumer confidence. The study contributes to existing literature and provides practical implications for digital marketers and businesses.