IMPACT OF SOCIAL MEDIA INFORMATION CREDIBILITY ON SOCIAL COMMERCE PURCHASE INTENTION

Abstract

1. Introduction Facebook, a top social commerce platform, highlights the importance of information credibility, as trust in product claims and reviews significantly influences purchase intentions, particularly for skincare products, in a misinformation driven environment. Therefore, this study uniquely integrated variables into comprehensive framework within fulfilling research gap, unlike prior separates analyses. 2. Research Methodology The pilot study was conducted with 70 participants to assess reliability and validity of research instrument and to gain preliminary insight into the relationships among the variables, namely source, e WOM, message, and medium credibility’s as independent variables and perceived risk, trust online community as mediating variables under this study. The research study used quantitative approach with convenience sampling. Data were collected from skincare products purchasers via the Facebook based, availability and willingness of participants. The study was conducted multiple regression analysis using SPSS 26. 3. Findings and Discussion The results demonstrated that e WOM credibility positively impact trust online community. And trust online community, message credibility, and medium credibility positively impact social commerce purchase intention. However, source credibility and trust online community negatively impact perceived risk, which, in turn, negatively impacts social commerce purchase intention. 4. Conclusion and Implications The results emphasize, skincare consumers focus on credibility issues before purchasing via Facebook and therefore, findings revel that e WOM boost trust online communities, while message and medium positively influence purchase intention. Conversely source and trust reduce perceived risk which negatively impact purchase intention, highlighting their interconnecting roles. The study has several implications for marketing professionals, policymakers, and businesses