Influence of Social Media on Purchase Intention and Customer Loyalty of Generation Y With the Mediating Effect of Conviction: A Case of Pakistan

The major aim of this research is to examine the concept of conviction in internet business, e-word of mouth and usage of social media and what are the relationships between them and how these affect generation Y. After extensive review of the literature in a particular context five constructs are developed such as usage of social media, e-word of mouth, conviction, customer loyalty and purchase intention. The quantitative approach is applied and data is collected from 389, those are belonging to generation Y, after that realizability and validity of the questionnair social media and electronic word of mouth both have a strong influence on customer loyalty and purchase intention by mediating the strong effect of Conviction. All hypotheses are accepted and consistent with the earlier studies in the same context. The present study has an exclusive and valuable contribution because it confirms or validates the notion of conviction in digital business and then through conviction defines purchase intention and consumer loyalty.e were tested through smart PLS software. Findings revealed that the influence of