Brand Trust and Purchase Intention among consumer of Pakistani apparel.

Chapter 1- introduction to Brand Trust and Purchase Intention

An overview of the research study is provided in the introduction chapter, which includes the background, goals, scope, problem justification, research questions, significance, constraints, structure, and definitions of key words.

1.1 introduction

social media Influencer marketing, according to (Gurrieri et al., 2024), is a digital advertising approach in which companies work with social media influencers to promote products through relatable, authentic content. According to (Ilavarasan et al., 2018) , it involves leveraging the trustworthiness and specialized knowledge of online opinion leaders to influence consumer behavior. Influencer marketing, according to (Djafarova & Bowes, 2020) , is a conduit between audiences and brands that prioritizes building trust through individualized recommendations over conventional advertising.

Studies have demonstrated that SMIM can significantly influence customer purchasing decisions. A study by Kim suggests that SMIM has a positive and significant effect on consumer purchase intentions. In the very competitive apparel sector, consumer decision-making heavily relies on brand trust. Consumers tend to buy products recommended by their favorite social media influencers. For businesses to create successful branding strategies that boost sales and profitability, it is crucial to comprehend how SMIM affects customer purchase intention and brand trust in the Pakistani apparel market. Brand love (Goswami & Balasubramanian, 2022), brand images (Danes et al., 2012), and brand advocacy (Rosário & A. Casaca, 2025) are among the elements found to influence purchase intention in the apparel industry. However, it is still unclear how these characteristics, especially, affect Pakistani consumers’ inclination to make purchases. Therefore, the purpose of this study is to investigate how SMIM affects consumer purchase intention in the Pakistani clothing market through brand trust. This study will specifically examine how SMIM and brand trust influence consumer attitudes and purchase intentions. This study will offer insights into how businesses may create successful branding strategies that enhance their market position and profitability by comprehending the impact of SMIM on customer buying behavior in the Pakistani apparel industry.

1.2 research objectives

This study’s primary goal is to look into how brand image affects customer purchasing decisions in the UK clothing market. This study specifically seeks to:

1. To investigate the factors contributing to SMIM in the Pakistani apparel industry.
2. To evaluate the impact of SMIM on purchase intention in the Pakistani apparel industry.
3. To identify the role of brand trust in the relationship between SMIM and purchase intention.

1.3 scope of research

The scope of this research is to investigate the impact of SMIM on Purchase intention in the Pakistani apparel industry. The study will focus on literature and secondary data from Pakistani consumers who have purchased apparel from a brand based on recommendations from social media influencers. The research aims to examine how brand trust mediates the relationship between the consumer’s purchase intention and SMIM, including their perceptions, attitudes, and behavior towards a particular brand. The research will use secondary data as its source. The research will focus on the Pakistani apparel industry, which is one of the most competitive and dynamic sectors of the Pakistani economy. The Pakistani apparel industry has undergone significant changes in recent years due to technological advancements, shifting consumer behavior, and increased competition from online retailers. In Fiscal Year 2020–21, Pakistan’s textile and clothing exports increased 22.94% to $15.4 billion.

Therefore, this research will provide valuable insights into how SMIM can be leveraged to influence consumer purchase intention in this competitive industry. The study will also contribute to the academic literature on brand image and consumer behavior, particularly in the context of the Pakistani apparel industry. By investigating the impact of brand trust on consumer buying behavior, this study will provide practical implications for brand managers, marketing professionals, and policymakers in the Pakistani apparel industry.

1.4 Research questions

The following research questions will guide this study:

1. How do SMIM contribute to Purchase intention in the Pakistani apparel industry?
2. How does brand trust impact purchase intention in the Pakistani apparel industry?
3. What is the role of brand trust in the relationship between SMIM and purchase in the UK apparel industry?

1.5 significance of research

There is extensive research on how SMIM affects consumers’ intentions to buy clothing in Pakistan. First off, the Pakistani economy greatly benefits from the garment sector, and for businesses to remain profitable and competitive, it is essential to understand the factors that affect purchase intention. Second, because consumers use brands to express their identities and values, branding has become increasingly significant in the clothing sector. Therefore, organizations must understand how brand trust affects purchase intention to develop branding strategies that effectively connect with their target market. Businesses in the clothing sector will benefit from the research’s conclusions, which show how to use SMIM to influence consumers’ purchase intentions.

Additionally, this study will add to the body of knowledge on branding and consumer behavior, particularly as it relates to the Pakistani clothing business. This study will advance knowledge of the psychological processes underlying consumer decision-making by examining the influence of brand trust on purchase intention. Additionally, this study will provide light on how customers in Pakistan’s clothing market use SMIM and brand trust as indicators of status, price, and quality, and how this influences their purchase choices. The results of this study will be helpful to politicians, business professionals, and scholars studying marketing and consumer behavior.

1.6 research gap

Despite the expansion of global research, there are still a number of gaps:

1. There isn’t many research on influencer marketing in Pakistan’s apparel sector.
2. Absence of bibliometric mapping tailored to Pakistani apparel that how SMIM is targeting purchase intention of consumer.
3. There are few studies that examine how brand trust with SMIM and purchase intention is helping brands.
4. There is a hug space for researcher in Pakistani apparel industry to undergo mechanisms that are creating purchase attitude of consumer.
5. Social media influencers are working as brand advocates in front of consumer but there is still an underlying question that does consumer trust that brand or that source?

These are few gaps that will be covered in this study as a secondary analysis source.

1.7 research limitations

Despite the study’s potential to advance understanding of how brand image affects consumer purchasing decisions in the UK clothing market, it has several limitations. Firstly, this study is based on secondry data; we didn’t have any secondary data or quantitative research. Future studies can conduct secondary data analysis by collecting data through surveys, interviews, and experiments. Secondly, in this study, we use SMIM with only two variables, brand trust and purchase intention. Future studies must use SMIM alongside other key constructs, such as brand loyalty, brand image, and brand engagement. Thirdly, this is a systematic literature review based on a few studies; thus, we have limited research streams. Future research can conduct bivariate analyses based on the last 10 years of literature data, thereby significantly improving the literature. To put the study’s conclusions in context and guide further research in this field, it is critical to recognize these limitations. Future studies may overcome these constraints by employing alternative techniques, increasing sample sizes, and examining a broader range of factors that may affect customer behavior in the clothing sector.

1.8 research structure

The five separate chapters that make up this research study each have a particular function in examining how SMIM affects purchase intention through brand trust in the Pakistani apparel sector. Each chapter’s research framework and key components are in the table that follows.

Chapter Title Description

1 Introduction This chapter provides an overview of the study, including the background, objectives, scope, research questions, significance, limitations, structure, and key terms definitions.

2 Literature review This chapter will review the literature on SMIM, purchase intention, and brand trust in the Pakistani apparel industry.

3 Methodology This chapter will describe the research methodology, including the research design, sampling strategy, data collection method, and data analysis

4 Findings This chapter will present the findings of the study, including descriptive statistics and regression analysis.

5 Conclusion and recommendations This chapter will conclude the study and provide recommendations for marketers and industry professionals

Table 1 research structure

1.9 key terms and definitions

Key terms used in this study are defined as follows

1. social media influencer marketing: social media Influencer marketing, according to (Gurrieri et al., 2024), is a digital advertising approach in which companies work with social media influencers to promote products through relatable, authentic content.
2. Brand trust: Customers’ perceptions of a brand’s skills, effectiveness, and performance contribute to brand trust (Chaudhuri & Holbrook, 2001).
3. Purchase intention : The willingness of a buyer to purchase a thing is known as purchase intention (Cuong, 2020).

Chapter 2

Literature Review

This second chapter provides relevant literature to the current research, including an overview of the variables constructed in the research model. The constructs are Social Media Influencer Marketing (SMIM), Brand Trust and Purchase Intention. This chapter’s goal is to give readers a better knowledge of the pertinent ideas, concepts, and empirical research pertaining to the research issue. An overview of the Pakistani clothing industry and the state of the market is given at the start of the chapter. This section also examines the definitions and conceptualizations that capture the essence of the constructions. This chapter discusses the underlying theories for the notions. This section also discusses the relevant academic viewpoints, such as antecedents and results, as well as other relevant research that took place.

2.1 Introduction

2.1.1 Overview of The Pakistani Clothing Industry

The Pakistani apparel sector is well renowned for being the main source of employment and foreign income in addition to being the foundation of the country’s GDP. According to stata, it is Pakistan’s fastest-growing industry, employing 25 million people and contributing 8.5% of the country’s GDP. Additionally, Pakistan is the world’s fourth-largest producer of cotton. The industry employs a sizable workforce, and both small and large mills are integrated into the country’s economy. Pakistan is Asia’s eighth-largest exporter of textiles. It ranks third in terms of cotton consumption and fourth in terms of production. It employs 40% of the labor force and makes up 46% of the manufacturing sector as a whole. In contrast to many other nations that just have the main basis or the final base, the nation has a full textile value chain. Nearly all natural and synthetic yarns and textiles, including cotton and rayon, are sourced from Pakistan. Pakistan benefits greatly from this raw material availability because it lowers costs and shortens operating lead times.

Nowadays, the majority of brands are vying for consumers’ attention. Thanks to developments in education, technology, and other fields, consumers are more informed and self-assured when making purchases. The majority of studies look at how customers’ relationships with brands are mirrored in those relationships (Liu & Chang, 2017). For fashion apparel firms to improve their market position, they require devoted customers.

The most well-known apparel brands in the country include Khaadi, Gul Ahmad, Sapphire, Nishat Linen, Junaid Jamshed, Alkarm, and Maria, according to Statista (2024). B, Bonanza Satrangi and Lime Light. These companies have continuously maintained their status as Pakistan’s leading apparel merchants. Additionally, numerous well-known brands in the Pakistani garment sector have a sizable market share and provide a variety of apparel and accessories for all demographics and tastes. Affordability, quality, style, brand reputation, and shifting consumer tastes and trends all have an impact on the popularity of these companies (Asghar et al., 2024).

Figure 1 Top 10 clothing Brands in the Pakistan

Source: paradigmshift.com.pk

2.1.2 Significance of SMIM

In the modern corporate landscape, social media influencers are more significant. However, what exactly is a SMIM? A SMIM is seen in this study as possessing features that are determined by both personality and content. These two characteristics will have an impact on client loyalty, which in turn influences purchase intention, or choice imitation (Chan, n.d.). The existing literature suggests that individuals frequently draw inspiration from those with whom they maintain close relationships when forming opinions about fashion, trends, and consumer goods.

As a result, it is anticipated that customer loyalty would rise as Social Media Influencer (SMI) and customers are regarded as being closer. Customer loyalty is positively correlated with perceived interactivity. According (Burgoon et al., 1999), interactivity is the degree to which a person feels involved in the encounter with a SMI. Social media platforms make it simple for users to connect, network, and communicate with each other. Customers anticipate more responsive and bilateral communications on social media sites. Customers will be more socially attached to SMIs as a result of the improved response. Consequently, a greater sense of perceived interaction between SMIs and customers will boost brand trust and enhance the likelihood that customers will make a purchase.

2.2 Theoretical Framework

2.2.1 Conceptualization of SMIM and Brand Trust

Influencer marketing, according to (Lee & Abidin, 2023), is a digital advertising tactic in which companies work with social media influencers to promote goods through relatable, real content.

Influencer marketing relies heavily on consumer trust. Purchase intentions are known to be significantly influenced by trust, especially when it comes to brand endorsement. Numerous studies have examined the connection between influencer honesty and brand trust. According to (Freberg et al., 2011), customers are more inclined to trust products endorsed by influencers they believe to be trustworthy and open. Beyond merely endorsing a product, trust affects how consumers view a brand in general and how likely they are to interact with it in the future. Similarly, (Veckalne et al., 2025) point out that consumers’ opinions of the brands they support are improved when influencers are regarded as genuine and trustworthy. This is particularly crucial in sectors like wellness, fashion, and beauty where customers frequently look for personal suggestions and wish to make sure the companies they endorse share their ideals. the dimensions of influencer marketing identified for this study are credibility, content quality, reach and authenticity.

1. Credibility: Influencer credibility, according to (Bhatt et al., n.d.) , is a multifaceted concept that includes attractiveness, expertise, and trustworthiness, with trustworthiness reflecting honesty and expertise. indicates domain authority, and charisma and relatability are included in attractiveness. According to Djafarova & Bowes, 2020 , consumers are more likely to believe influencers who are seen as sincere and open in their recommendations. Perceptions of dependability and authority are developed through frequent exposure to an influencer’s content.
2. Content quality: content quality is the extent to which influencer postings are unique, creative, and contextually relevant, allowing them to stand out in crowded online arenas. According to Djafarova & Bowes, 2020,it is the visual and practical attraction of content, with a focus on eye-catching formats to draw in viewers
3. Reach: According to (De Veirman et al., 2017), reach is the overall audience size that an influencer can reach. They made a distinction between macro-influencers, who have millions of followers for wide visibility, and micro-influencers, who have smaller, more specialized audiences for more focused interaction. (Baghel, n.d.) considered reach as a measure of the capacity for message transmission, highlighting its function in raising brand awareness throughout a range of demographics.
4. Authenticity: According to (Marwick, 2013) authenticity in influencer marketing is defined as sincere, unvarnished communication that reflects actual experiences and builds trust by relatability and transparency. According to Djafarova & Bowes, 2020, it is the congruence of an influencers’ personal stories and endorsements, where consumers are less skeptical when sponsors are truthful and the products are used authentically. According to (Taufiq, 2021), authenticity is narrative congruence, in which influencers create emotional resonance by matching their message to the ideals of their audience.

2.2.2 SMIM vs Brand Trust

Aspect SMIM Brand Trust Key findings references

Definition Influencer marketing is the practice of social media users endorsing and promoting companies and goods to their followers. Consumer faith in a company’s dependability, integrity, and capacity to fulfill its commitments is known as brand trust. Influencers are people who sometimes serve as mediators between a brand and a consumer (Marwick, 2013)

(De Veirman et al., 2017)

Nature of concept This is the strategy from the 4 p’s of marketing, often used by companies to build a strong relationship with consumers Influencer marketing serves as a catalyst for the development of brand trust.

Influencers often serve as intermediaries that help build trust between brands and consumers. (Veckalne et al., 2025)

Communication process Influencer marketing serves as a foundation for brand trust, and communications mostly occur through digital media like Instagram, YouTube, TikTok, and social media ads. Influencer marketing is often used as a tool to enhance brand trust and loyalty. Influencer marketing can hasten the growth of consumer confidence in a brand.

(Cuong, 2020)

Key factors how much an influencer is credible, which makes trust a more worthy

influencer marketing tactic, looks, appearances, and audience engagement matter. Brand reliability and brand reputation depend on that influencer. Consumers’ view of a brand’s dependability can be improved via influencer credibility.

(Gökerik, 2024)

(Aziz et al., 2025)

(Bhatt et al., n.d.)

2.2.3 Defining Brand Trust

Customers’ perceptions of a brand’s skills, effectiveness, and performance contribute to brand trust (Chaudhuri & Holbrook, 2001). Brand trust is the belief that a brand will consistently meet clients’ needs and deliver a reliable, high-quality experience. The literature indicates that consumers’ trust in a brand is grounded in the expectation that the company will act in their best interests and avoid exploitation, particularly in contexts characterized by transactional uncertainty. Brand trust is fundamentally an emotional bond that customers form with a company, shaped by their perceptions and experiences, which in turn influences repeat patronage and purchasing decisions. Consistent product quality, effective customer service, and transparent communication are commonly identified as key factors in fostering brand trust over time. In the digital era, influencers have emerged as critical intermediaries between brands and consumers, complicating the processes of building and maintaining trust. Consumers now place significant trust not only in products but also in the influencers who endorse them, especially when these individuals are perceived as authentic and credible.

Figure 2 -Pillars of brand trust

Source: lomly.com

2.2.4 Key Drivers of Brand Trust

Building and sustaining brand trust is influenced by a number of factors, especially in the era of influencer marketing and social media. These consist of:

1. Consistency: Consistency in customer experiences, product quality, and brand messaging is a fundamental aspect of brand trust. Consumers are more likely to trust a brand when its actions align with its stated promises. In influencer marketing, alignment between an influencer’s content and the brand they endorse is essential. Trust in both the influencer and the brand may diminish if there is a disconnect between the influencer’s persona and the brand’s core values.
2. Transparency: Transparency refers to the openness with which a brand communicates with its audience, particularly concerning its operations, values, and business practices. Customers tend to value brands that provide accurate information about their products, sourcing, and production methods. In the context of influencer marketing, transparency is essential for sponsored content. Influencers who clearly disclose their objectives and brand partnerships are more likely to maintain their followers’ trust. Additionally, the perception that a brand possesses expertise in its industry can further enhance consumer trust. Brands with a consistent record of delivering high-quality products and services are generally regarded as more trustworthy.
3. Emotional Connection: Trust is both emotional and logical. Customers are more inclined to trust a company that emotionally connects with them, frequently via similar experiences or ideals. Genuine, sympathetic, or relatable influencers can build an emotional connection with their audience, which can, consequently, increase confidence in the companies they endorse.
4. Social proof: Social proof is a powerful mechanism for establishing brand credibility, encompassing peer and influencer reviews, testimonials, and recommendations. Consumers are more inclined to trust brands endorsed by others, particularly individuals they respect or admire. Influencer endorsements are often perceived by followers as social proof, which can significantly shape perceptions of brand reliability.

2.2.5 Mediating role of Brand Trust

Brand trust is widely recognized as a key driver of brand loyalty, brand advocacy, and other brand-related outcomes. While SMIM is a primary tool in today’s advertising landscape, it also increases the risk that consumers will perceive it as inauthentic. Brands are leveraging SMIM to expand their reach and customer base. However, the literature remains unclear as to whether brand trust mediates the relationship between SMIM and purchase intention (Gökerik, 2024). In this study, brand trust acts as the central variable, mediating the impact of SMIM on consumers’ purchase intentions toward a brand. In the Pakistani apparel industry, SMIM also significantly contributes to building consumer trust in brands.

2.2.6 Defining Purchase Intention

Purchase intention, according to (Brakus et al., 2009) is a person’s deliberate plan to carry out a purchasing behavior that is influenced by their perceptions of social norms and attitudes about the object. Based on the Theory of Planned Behavior (TPB) (Bosnjak et al., 2020), this traditional viewpoint believes that emotive reactions to marketing stimuli and cognitive assessments of a product’s usefulness operate as a mediator between intention and action. This definition was broadened by (Dodds et al., 1991) who emphasized that a consumer’s intention to buy a product is a reflection of their perception of its worth, combining evaluations of price, quality, and brand reputation. According to their research, a higher perceived value increases the likelihood of a purchase by lowering perceived risk.

(Tiago & Veríssimo, 2014) rethought purchase intention in the digital age as a dynamic result of online interactions, where traditional information asymmetry is replaced by social proof like peer reviews or influencer endorsements. (Chan, n.d.) elaborated on this. By establishing a connection between narrative alignment and purchase intention, contending that customers are more inclined to plan purchases when a brand’s messaging aligns with their goals or sense of self. Campaigns focused on sustainability, for example, may elicit intent among people who care about the environment. Purchase intention, according to (Chetioui et al., 2020) is an emotional commitment based on trust in the influencer’s sincerity rather than just a logical calculation.

2.3 Theoretical Framework

This study is supported by the elaboration likelihood model, social influence theory, and parasocial interaction theory. According to the social influence theory, people are more likely to adopt attitudes or behaviors that are supported by others they see as authoritative and trustworthy. In relation to This idea, known as influencer marketing, explains why customers are more open to suggestions from influencers who exhibit traits like knowledge, reliability, and beauty. On the other hand, social evidence appears in the form of observable engagement indicators that indicate group approval. This dual process describes how trust is developed and used to influence purchasing decisions, which is consistent with the study’s focus on influencer credibility.

Consumer processing of persuasive messages in influencer marketing is further clarified by the elaboration likelihood model. The peripheral path frequently prevails in information-rich digital contexts because consumers are drawn to easily assimilated indicators like an influencer’s charm or follower count. However, the core pathway is triggered and more long-lasting attitude changes result when the content is extremely pertinent or personally significant, like a thorough tutorial from a reliable expert. The elaboration likelihood model emphasizes how crucial contextual relevance and content quality are in determining whether or not consumers depend on surface-level cues or thoroughly interact with the message.

When combined, these theories offer a framework for comprehending how customer behavior is influenced by influencer marketing. The elaboration likelihood model defines the cognitive processes underpinning message reception, parasocial interaction theory explains the emotional and relational dynamics that promote trust, and social influence theory emphasizes the significance of credibility and social validation. Pakistani clothing labels such as Khaadi, Bonanza Satrangi, and Sapphire are growing in popularity. In the realm of clothing, consumers frequently look to influencers as cultural mediators who fill in gaps in market openness and provide advice in settings where false claims or counterfeit goods are common.

2.4 Knowledge Gap

The current literature on brand trust and purchase intention behavior in the Pakistani garment industry has clarified several factors influencing customers’ perceptions and attitudes toward brands, including brand image, brand love, advertising, and brand loyalty. However, to achieve a more comprehensive understanding of the topic, several research gaps remain. This section addresses these gaps, emphasizing areas that warrant further investigation. Most existing literature has focused on the effects of influencer marketing on brand trust, often overlooking the influence of external factors, such as social and cultural dynamics. Future research could examine how social and cultural factors influence brand equity and trust in the Pakistani clothing sector.

Additionally, most studies have explored the relationship between social media influencer marketing and consumer purchase intention using quantitative methods such as surveys and experiments. While these approaches provide valuable insights into consumer attitudes and perceptions, they may not fully capture the complexity and dynamic nature of customer decision-making. Future research could employ qualitative methods, such as focus groups and in-depth interviews, to examine the underlying factors shaping customers’ brand preferences and purchasing behavior. In conclusion, there are still research gaps that need to be addressed, even though the existing literature on consumer purchasing and brand trust in the Pakistani garment industry has yielded insightful insights. Future studies could examine brand image and brand loyalty, employ qualitative research methods, and investigate how SMIM affects consumer behavior over time.

2.5 underpinning theories covering concept

Some of the major underlying theories covering the concept are as follows.

2.5.1 source credibility theory

The strong social influence over other things is known as ethos or the source credibility hypothesis. According to (Pornpitakpan, 2004) research, these constructs of perceived competence or expertise have a significant advantage over their less reliable alternatives in terms of social influence. The benefits of reliable sources are greater when the target market relies on peripheral processing rather than central processing. This occurs because someone controlling the source will be less inclined to pay attention to the message’s content. In contrast, the target market is more inclined to review the message’s content when a source is perceived as lacking in credibility or knowledge (Chan, n.d.).

Influencers serve as information providers in social media influencer marketing, promoting products and businesses to their followers. Customers typically have a favorable opinion of the promoted brand when influencers are seen as informed, truthful, and genuine. Customers are more likely to think about buying the suggested products as a result of this perception, which also boosts brand trust. As a result, Source Credibility Theory offers a solid theoretical basis for comprehending how influencer traits affect customer behavior and purchase intentions in digital marketing contexts.

2.5.2 Para social interaction theory

The theory of parasocial interaction explains the psychological bond that viewers form with media figures. Despite the one-sided nature of this relationship, audiences frequently regard influencers as friends or reliable companions and feel an emotional connection to them. Influencers regularly engage with their followers on social media platforms like Instagram and TikTok through comments, stories, and live sessions, which increases followers’ perception of intimacy with influencers. Because of this emotional connection, followers may be more inclined to trust influencers and their advice. Because of this, followers are more likely to view influencer endorsements of clothing businesses or fashion items as reliable suggestions than as conventional commercials. According to Horton & Wohl (1956), Tukachinsky (2011), and Sokolova & Kefi (2020), this perceived link has a major impact on customers’ purchase intentions and brand trust.

2.5.3 theory of planned behavior

The planned behavior theory was applied in this study to forecast and explain customer behavior. According to (Ajzen, 1991) theory of planned behavior, an individual’s intention to engage in a specific conduct can be used to anticipate that behavior. According to TPB, three factors; attitude, subjective norm, and perceived behavioral control—determine a person’s desire to engage in a specific activity. TPB explains the crucial elements that lead to conscious conduct. To explain and influence customer behavior in the context of SM influencer marketing, this research has used this hypothesis. Furthermore, according to TPB, beliefs influence attitudes toward behaviors, subjective standards for behaviors, and perceptions of control over behaviors, all of which influence the intention to engage in a particular activity. In the context of SM influencer marketing, this study has extended TPB to examine key assumptions, including source legitimacy, information quality, and social impact, that satisfy and extend all three TPB factors in shaping consumer attitudes toward an SM influencer.

2.6 Conceptual Framework

The conceptual framework for this research study includes one independent variable: SMI, and two dependent variables: brand trust and purchase intention.

The model of conceptual framework is provided as following

2.7 Research Hypothesis

H1: SMIM positively impacts Brand Trust

H2: SMIM positively impacts Purchase Intention

H3: Brand Trust positively impacts Purchase Intention

H4: Brand Trust mediates the relationship between SMIM and Purchase Intention.

Chapter 3 –methodology

This third chapter provides a detailed explanation of the methodology of the conceptual/theoretical study. The research design is described in this chapter. Additionally, the main technique for selecting data is determined. The layout of the literature collection is also covered in this chapter. The pretesting procedure was used to determine whether research papers and articles aligned with the study’s goal. The s. This chapter’s methodology provides a thorough and exacting approach to examining the research questions and hypotheses.

3.1 research design

According to (Saunders et al., 2023), the researcher in this study depicts the research design as an onion. Following each stratum, the current study is carried out in accordance with research ethics. The illustration of the research onion is The figure that follows:

Figure 3 research onion

Source: (Saunders et al., 2023)

This study uses a quantitative method by employing a bibliometric analysis technique. which means all data were gathered from already published sources, such as research papers, articles, books, websites, and conference papers. Bibliometric analysis or secondary data research helps researchers analyze established research streams in a specific area.

3.2 research philosophy

Research philosophy is the collection of concepts that guide the research process and influence the production of knowledge. This study employs the positivist research philosophy. Bibliometric analysis is congruent with the positivist worldview because it is founded on objective data from published academic literature. The analysis is based on quantifiable indicators, including publication counts, citation analysis, and keyword co-occurrence. By using this method, the researcher can find linkages and patterns in the scientific literature without depending on personal judgments. The application of positivism ensures that the study’s conclusions are supported by empirical data drawn from the literature.

3.3 research approach

This study employed a deductive research style. Before examining actual data to identify trends and patterns, a researcher using the deductive technique begins with preconceived notions and prior knowledge of the subject of study. This study examined the corpus of recent literature relevant to the research question to understand the subject’s evolution. Subsequently, bibliometric data were collected from academic databases and analyzed quantitatively. The investigator may use the deductive approach to systematically analyze the structure and evolution of research on the selected topic.

3.4 data sources

The data utilized in this study came from a reputable academic database, such as Scopus, Web of Science, Dimensions, or Google Scholar (depending on what you used). These databases contain extensive bibliographic information, including article titles, authors, affiliations, keywords, abstracts, and citation counts. The database was selected for its high-quality peer-reviewed articles and reliable bibliographic data suitable for bibliometric analysis.The data for this study was obtained from the following sources:

Peer-reviewed research articles were collected from major academic databases including:

1. Google Scholar
2. ScienceDirect
3. Emerald Insight
4. SpringerLink
5. Taylor & Francis
6. ResearchGate

Sector Reports

Industry reports

Additionally, pertinent industry reports and marketing insights concerning social media marketing and the clothing sector were examined.

Printed Journals

The analysis includes marketing and business periodicals that focused on consumer behavior and digital marketing.The legitimacy and validity of the research findings were ensured by using only reliable and peer-reviewed sources.

3.5 Data Analysis Technique

The study uses comparative and thematic analysis of secondary data.The analytical process involved the following steps:

1. Study Comparison: The selected studies were compared based on their research methods, sample sizes, and analytical techniques.
2. Statistical Findings Analysis: Key statistical results such as regression coefficients, significance levels, and mediation effects were examined to determine the relationship between influencer marketing, brand trust, and purchase intention.
3. Thematic Categorization: Findings from the studies were categorized into themes including:
4. Influencer credibility and trust
5. Impact of influencers on brand perception
6. Influence of brand trust on purchase intention
7. Mediating role of brand trust
8. Pattern Identification: Common patterns across studies were identified to determine whether influencer marketing consistently affects consumer trust and buying intentions.

3.6 Reliability and Validity of Secondary Data

To ensure the credibility of the research, only studies meeting established reliability and validity standards were included.Most of the selected studies assessed reliability using:

1. Cronbach’s Alpha
2. Composite Reliability
3. Average Variance Extracted (AVE)

These measures confirm that the constructs used in previous studies were statistically reliable and valid. Furthermore, the use of peer-reviewed journal articles strengthens the reliability of the findings used in this research.

3.7 Ethical considerations

Ethical standards were respected during the entire research process. The study is entirely based on publicly available scholarly materials; no primary data was collected from human subjects. Every source used in the study was properly referenced to identify the original authors and avoid plagiarism. Additionally, the researcher ensured that all referenced studies were used exclusively for academic purposes.