Role of traditional vs social media on purchase intention

A sequential mediation model

Bibliographic Data

ID7144530
AuthorsZiyuan Wang (0009-0006-7724-4769, Wenzhou Medical University), Arooj Azhar (0000-0001-6131-5362, Lahore Garrison University), Nabeel Rehman (0000-0002-6226-0030, Superior University, corresponding author), Muhammad Umair Javaid (0000-0001-8732-5024, Sohar University)
Year2025
Volume260
Pages105510-105510
Publication date2025-09-05
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueActa Psychologica (JOURNAL)
Journal identifiersISSN: 0001-6918 • E-ISSN: 1873-6297
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.actpsy.2025.105510
PMID40914127
OpenAlexW4414006305
LanguageEN
Citations received3
References cited83

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

Mediation · Social media · Sociology · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour

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Open DOIOpen Access