Abstract:
The basic purpose of this study is to determine the effect of social media, celebrity endorsement, brand loyalty, and brand image on consumer purchase intention with the mediating role of corporate social responsibility in the context of Pakistan. For the purpose of analysis data were collected from general public and most of the respondents are graduates. Data were collected by using simple random sampling technique from Islamabad, Lahore, and Gujranwala city. Three hundred twenty (320) questionnaires were distributed among general public. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) techniques have been used for statistical analysis. Findings elucidated that corporate social responsibility, brand loyalty, and social media have positive and significant influence on consumer purchase intention. Meanwhile, brand image and celebrity endorsement have insignificant influence on consumer purchase intention. In addition, findings revealed that corporate social responsibility positively mediates the relationship between brand loyalty, social media, brand image, celebrity endorsement on consumer purchase intention. Less attention has been paid to explore corporate social responsibility as a mediating variable among brand loyalty, social media, brand image, celebrity endorsement, and consumer purchase intention.
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