THE IMPACT OF CONTENT QUALITY, AUTHENTICITY, AND AI TRANSPARENCY ON PURCHASE INTENTION: THE MEDIATING ROLE OF BRAND PERCEPTION AND TRUST

Awais Ahmed; Inam Ullah Khan; Umar Farooq; Ali Najam Ul Haque

doi:10.46662/jass.v13i1.590

Awais Ahmed Department of Business Administration, University of Sialkot, Pakistan
Inam Ullah Khan Assistant Professor, Department of Business Administration, University of Sialkot, Pakistan
Umar Farooq Assistant Professor COMSATS University, Lahore Campus, Pakistan
Ali Najam Ul Haque Department of Business Administration, University of Sialkot, Pakistan

DOI: https://doi.org/10.46662/jass.v13i1.590

Keywords: Content Quality &Personalization, Perceived Content Authencity, AI Disclosure Transperancy, Brand Perception, Consumer Trust & Purchase Intentions, PLS-SEM, Pakistan

Abstract

The current study explores the relationship between content quality and personalization (CQP), perceived content authenticity (PCA), AI disclosure transparency (ADT) and purchase intention (PI) under the parallel mediation of brand perception (BP) and consumer trust (CT) in the evolving digital-marketing landscape in Pakistan. PLS-SEM was used to analyses data from 350 online consumers. All direct and indirect pathways were statistically significant. CQP proved to be the most powerful antecedent and CT had a slightly greater mediated impact than BP. The integrated model accounted for 64.0% of the variance in PI, contributing to theoretical development in AI-powered content marketing and providing practical insights for brands in new markets on how to maintain authenticity and transparency in their marketing efforts.

Keywords: Content Quality & Personalization, Perceived Content Authenticity, AI Disclosure Transparency, Brand Perception, Consumer Trust and Purchase Intention, PLS-SEM, Pakistan.