IMPACT OF SOCIAL MEDIA INFLUENCER MARKETING ON CONSUMER PURCHASE INTENTION IN PAKISTAN: THE MEDIATING ROLE OF BRAND TRUST AND THE MODERATING ROLE OF CULTURAL VALUES

Abstract

The rapid expansion of social media platforms has transformed marketing communication, positioning influencer marketing as a key strategy for shaping consumer behavior. This study examined the impact of social media influencer marketing on consumer purchase intention in Pakistan, while investigating the mediating role of brand trust and the moderating role of cultural values. Grounded in Source Credibility Theory, the study adopted a quantitative, cross-sectional research design. Data were collected from active social media users in Pakistan through a structured questionnaire and analyzed using structural equation modeling techniques. The findings revealed that social media influencer marketing has a significant positive effect on consumer purchase intention. Moreover, brand trust was found to significantly mediate this relationship, indicating that influencer credibility enhances trust, which subsequently strengthens purchase intention. Cultural values were also found to significantly moderate the relationship, suggesting that the effectiveness of influencer marketing varies depending on the degree of cultural alignment. The study contributes to digital marketing literature by integrating psychological and socio-cultural factors into a unified framework. Practically, it provides insights for marketers to design trust-based and culturally aligned influencer marketing strategies in emerging markets such as Pakistan.