Role of traditional vs social media on purchase intention: A sequential mediation model

2025/09/05 by Ziyuan Wang, Arooj Azhar, Nabeel Rehman +1 · 1 citation
Social Sciences · Business, Management and Accounting · Decision Sciences · #Digital Marketing and Social Media #Consumer Behavior in Brand Consumption and Identification #Technology Adoption and User Behaviour

paper · doi:10.1016/j.actpsy.2025.105510

Abstract

In an increasingly saturated media environment, this study examines how traditional and social media influence consumer purchase intentions in the fashion industry through nostalgia, perceived credibility, and persuasion knowledge. Drawing on the Elaboration Likelihood Model (ELM), survey data from fashion-conscious consumers in Pakistan were analyzed using structural equation modeling. The results show that both media types evoke nostalgia and enhance credibility, which in turn reduce persuasion knowledge and strengthen purchase intentions. Celebrity endorsement amplifies the nostalgia effect in traditional media but shows no significant impact on social media. These findings extend ELM by uncovering media-specific persuasion processes and provide practical guidance for marketers to design strategies that leverage emotional cues and credibility in emerging markets.

Citations

• Rulers of the world, unite! The challenges and opportunities of artificial intelligence
• Nostalgia: A Review, Propositions, and Future Research Agenda
• Credibility Perceptions and Detection Accuracy of Fake News Headlines on Social Media: Effects of Truth-Bias and Endorsement Cues
• The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
• Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness
• A new criterion for assessing discriminant validity in variance-based structural equation modeling

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