The Impact of Social Media Content Characteristics on Purchase Intention: Mediating Role of Brand Image

Purchase intention of the customer has been the foremost requirement of every organization around the globe and requires the focus of recent studies. Hence, the present study examines the impact of social media content characteristics such as perceived entertainment value and perceived expertise on brand image and mediating role of brand image among the perceived entertainment value, perceived expertise and purchase intention of social media users of fast food companies in Pakistan. The study used the survey questionnaire to collect the primary data while also used the smart-PLS to test the relationships. The outcomes revealed that the perceived entertainment value and perceived expertise have a positive association with brand image and brand image significantly mediates among the perceived entertainment value, perceived expertise and purchase intention of social media users of fast food companies in Pakistan. The study guides the regulators that they should develop the regulations to achieve high purchase intention by focusing on perceived entertainment value, perceived expertise and brand image.