Abstract:
The study focused on investigating the relationships between social media propaganda, consumer trust, perceived content credibility, and consumer buying behavior. Social media propaganda served as the independent variable. Consumer trust and perceived content credibility were used as moderators. Consumer buying behavior was considered as the dependent variable. Consumers affiliated with FMCG industry of Pakistan were the study’s targeted audience for exploring the connections between the aforementioned variables. A questionnaire was distributed to 350 respondents who were consumers affiliated with FMCG industry of Pakistan for collecting data and establishing the relationship between the research variables. Data collected from respondents was analyzed using SPSS software with the help of statistical tests (correlation, regression, and moderation analysis). Findings of correlation and regression analysis have proved that social media propaganda negatively impacts consumer buying behavior in FMCG industry of Pakistan. Based on the findings of correlation and regression analysis, it was proved that increase in social media propaganda tends to decrease consumer buying behavior in FMCG industry of Pakistan. Moderation analysis has proved significant moderating effect of consumer trust and perceived content credibility in relationship between social media propaganda and consumer buying behavior in FMCG industry of Pakistan. Based on the findings of moderation analysis, it was proved that increase in consumer trust and perceived content credibility weakens the negative relationship between social media propaganda and consumer buying behavior in FMCG industry of Pakistan.
