Investigating the Influence of Social Media Marketing on Brand Loyalty of Consumer Buying Intentions with the Mediating Effect of Customer Satisfaction via the Fast-food Industry, Pakistan

Abstract

This research aims to find out the impact of user-generated content on brand perception and purchase intention in digital marketing in Pakistan. The moderating role was analyzed in terms of consumer characteristics and prior purchase intentions. A primary quantitative methodology was adopted in which primary data from 250 respondents from apparel industry customers was collected using an online distribution questionnaire via Google Forms. Data collected using a questionnaire was analyzed in SPSS I which descriptive statistics was analyzed to know about the behavior of variables, correlation analysis was done to find out the association among variables, and regression analysis was done to find out the impact of independent variables on dependent variables. The study found that both consumer characteristics and prior brand perceptions positively moderate the impact of UGC on brand perception and purchase intention. Specifically, the interaction between UGC and consumer characteristics significantly enhances purchase intention by 0.871 points, while the interaction with prior brand perceptions increases it by 0.893 points. The results indicate that UGC has a substantial positive effect on both brand perception and purchase intentions, demonstrating the dual value of UGC in enhancing brand image and driving consumer purchases.