Going Green on social media: Exploring the Effect of Firm-Generated Content on Brand Trust and Purchase Decision in Pakistan with a Focus on Environmental Concern

Abstract

This study explores the influence of firm-generated social media content, perceived enjoyment, and originality on brand trust and purchase decisions. Additionally, the study examines whether environmental concern works as a moderator between customer engagement and purchase decisions. A quantitative survey was done as an investigation approach for the present inquiry on 400 participants. The outcomes show that firm-generated social media content, perceived enjoyment, and perceived originality positively impact brand trust and purchase decisions. Furthermore, environmental concern moderates the connection between customer engagement and purchase decision, meaning customers with a more significant environmental concern are more expected to purchase when they engage with a brand on social media. These findings have important implications for marketers who aim to build brand trust and increase purchase decisions through social media marketing. They also highlight the importance of considering customers' environmental concerns when designing social media marketing campaigns.