2025, Vol. 6, Issue 2, Part L

The research integrates how variables such as influencer credibility, eWOM quality, social proof intensity or prioritization of automated feeds are stimuli that impact positively on brand hopping, impulse buying behaviour and intention to purchase through trusting beliefs, perceived authenticity and perceived usefulness. The product categories examined are garments, shoes, accessories, and cosmetics. The borrowed measures showed acceptable discriminant validity, immunity to common method bias, and good psychometric properties. Dimension invariance across the metro and non-metro groups was supported, and direct, indirect, and moderated pathways were examined with structural equation modeling, bootstrapped mediation tests, and hierarchical regression analysis. Open image in new window Notes: “likes or comments” is expressive social proof, and positive ones will raise perceived popularity & trust; eWOM is high-quality (low credibility concerns) positive message about the product that will lead to trust and perceived usefulness; influencer’s credibility & authenticity constantly influence buy intention. Platform time partially mediates the engagement-impulse relationship: algorithmic exposure is positively associated with impulsive buying, perception of usefulness and purchase intention as outcomes. Though enriched digital literacy improves product discovery with curated exposure, the latter’s privacy causes inhibit trustworthiness of recommender in personalized recommendations.