Taimoor Jan

Academic

Career

Verbatim text

Investigation of the influence of perceived enjoyment, trust and originality on the intention to follow advice, with the mediating role of affective customer engagement, in the fast-food industry in Pakistan

In today’s world, where all businesses are utilizing social media platforms as a way to engage customers and influence their purchasing behavior, it is crucial for brands to have a differentiated online presence. A platform such as Instagram, that is gaining a substantial number of users every day, would be a prime platform for businesses to try to actively engage with their consumers through branded posts. This research would be focusing on the fast-food industry, specifically, fast-food restaurants with an active presence on Instagram. The purpose of this research paper is to analyze the impact of perceived enjoyment, originality, and trust that consumers have in regards to firm-generated content posted on Instagram and how these perceptions affect their intention to follow the advice of those posts while also considering the mediating role of affective customer engagement and analyzing its effect. The novelty in this research is that it gives insights as to how perceived trust, based on ability, benevolence and integrity, that a user has of social media marketing content affects their affective engagement.

Area of Study: Marketing
Supervisor Name: Ms. Sidra Abbas
Group Members:
Taimoor Jan (i19 - 0006)
Murtaza Haider (i19 – 0036)
Rabia Batool (i19 - 0078)
Sehr Noor (i19 - 0087)

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