international journal of business management
Social Media and Consumer Satisfaction Effect on Consumer Purchase Intention with the Moderating Role of Trust
Anam Bhatti, Talat Bano, Shafique-Ur- Rehman
The main purpose of the current study is to determine the direct and indirect influence of social media and customer satisfaction on consumer purchase intention with trust. The model of Current study is based on the theoretical contextual. To achieve this goal, 380 questionnaires were observed using Smart PLSSEM. Simple random sampling. Majority of prior studies on consumer purchase intention, have focused on other factors but in this study the focus was on social media and customer satisfaction at the same time. Prior studies ignored moderating effect but in this study trust has shown as a moderating variable. Social media, customer satisfaction, and trust proved to have significant influence on consumer purchase intention. This study offers supplementary insights into how customer satisfaction and social media can increase the consumer purchase intention that can enhance the purchasing power of consumers.