Does online social presence lead to purchase intentions?

Abstract

Social commerce activities on the online platforms are on the rise due to expanded canvas of social media marketing. The online sales and purchase mechanisms have altered conventional buying practices. Especially in the emerging markets, online purchasing due to social commerce is on the rise. Due to extended social exchange activities on social networking sites, the purchase intentions of individuals have been increased. The creation of trust by the seller's end is a vital component to be explored since presence of numerous online selling platforms raises concerns of authenticity. The current study focuses on determining the effects of social presence on purchase intentions with the mediation effects of trust in the emerging market of Pakistan. Data from 327 respondents was collected in this regard and structural equation modelling (SEM) using AMOS was conducted in order to examine causal relationship among the constructs.