INFLUENCE OF SOCIAL MEDIA ON PURCHASE INTENTION AND CUSTOMER LOYALTY OF GENERATION Y WITH THE MEDIATING EFFECT OF CONVICTION: A CASE OF PAKISTAN

The major aim of this research is to examine the concept conviction in internet business, e-word mouth and usage social media what are relationships between them how these affect generation Y. After extensive review literature a particular context five constructs developed such as media, mouth, conviction, customer loyalty purchase intention. quantitative approach applied data collected from 389, those belonging Y, after that realizability validity questionnair electronic word both have strong influence on intention by mediating effect Conviction. All hypotheses accepted consistent with earlier studies same context. present study has an exclusive valuable contribution because it confirms or validates notion digital business then through defines consumer loyalty.e were tested smart PLS software. Findings revealed