Havocs of social media fake news! Analysing the effect of credibility, trustworthiness, and self-efficacy on consumer’s buying intentions

ABSTRACTThe purpose of the study is to examine the influence of social media factors (credibility, trustworthiness, source credibility and self-efficacy) on consumer buying intention towards the branded product, with mediating (brand trust) and moderating effect (Persuasion knowledge) using Uses and Gratifications Theory. A total of 512 original samples were collected through purposive sampling methods and analyzed through structural equation modelling. The results reveal that credibility, trustworthiness, source credibility, and self-efficacy significantly impact brand trust, and trustworthiness, credibility; While self-efficacy played a significant role in the social media news to build strong brand trust. The brand trust had a positive and a robust mediating effect on consumer buying intention; and Persuasion knowledge positively moderates' credibility, trustworthiness, source credibility, self-efficacy and consumer buying intention. This study provides important implications from marketing perceptive as it applies and extends the gratification theory and persuasion knowledge. Our findings are beneficial for key stakeholders of a brand that are facing serious advertising concerns due to widespread fake news.