Mapping the Effect of Message Value and Credibility on Customer Purchase Intention
The Mediating Role of Consumer Trust in Branded Content
DOI:
https://doi.org/10.5281/zenodo.17057996Abstract
This study analyzed the impact of message value and credibility on consumer purchase intention, with a specific focus on the mediating role of trust in the context of branded posts. Deductive reasoning approach is aligned with quantitative methods to present the analysis of the research employing positivism philosophy. A survey questionnaire was designed to collect the data from the population. A tester observation of 200 respondents was used. Subsequently, the data was analyzed using Smart PLS Structural Equation Modeling (SEM). The findings of the study revealed that the message value had a significant impact on the consumer trust in branded post while an insignificant impact was observed with purchase intention. However, credibility was observed to positively impact both trust in branded posts and purchase intention of the consumer. Additionally, the mediation of trust in branded post with entertainment value was the only significant impact observed on purchase intention. The current research provided significant recommendations for advertisers, brands and marketers which have interest in influencer marketing. For instance, brands should consider authentic and credible influencers to promote their brand and products. As the consumer trust in branded posts have a direct impact on purchase intentions.
Keywords:
Branded content, Consumer buying behavior, Consumer trust, Influencer marketing, Purchase intentionReferences
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