Investigating the Factors That Affect Trust in The Branded Posts and Urge to buy Impulsively

Abstract

The purpose of current thesis was to investigate the relationship between authenticity, influencer’s credibility, media credibility, message credibility and impulsive buying in the mediating effect of trust and persuasion knowledge. In Pakistan, data from online social media users was gathered via an established survey consisting of 420 respondents. The survey was conducted online. 460 questionnaires were distributed for data collection to target the online social media users who must be the follower of social media influencer. Out of the 440 returned questionnaires, only 420 have been carefully filled out and completed. The correct number of respondents is 420, and this includes missing data or an inaccurate response, depending on the study criteria and the remaining data.
The results depict a positive impact of Credibility (all 3) on trust in the branded posts. SMART PLS 3.2.0 and the highly recognized SPSS statistical software were used to assist with the statistical analysis. The current version of the statistical package, SPSS 23.0, is the most reliable and credible tool that social scientists have used over the years.
The statistical finding support the above stated findings and all the measures were found well within the given standards. The certain results were found in accordance to the previous literature and there are results which a new and unique, enhance the theoretical and practical contribution of this thesis. The theoretical and practical contribution will improve the reader interest. The thesis will act as a path way for the business managers to improve the business environment.