The Role of Information Quality, Quantity, Credibility, Usefulness, and Adoption in Shaping Purchase Intention: Insights from Social Media Marketing on Tiktok and Instagram

Abstract

In the rapidly evolving digital marketplace, social media platforms like TikTok and Instagram play a pivotal role in shaping consumer behavior and driving purchase intentions. This study investigates the influence of various informational attributes—namely information quality (IQ), information quantity (IQT), credibility (ICD), usefulness (IU), and adoption (IA)—on purchase intention (PI) among users of these platforms. Using a quantitative approach, data was collected from 315 individuals involved in the social media sector, with a focus on Pakistan's urban e-commerce landscape. The findings reveal that while information credibility, usefulness, and adoption positively influence purchase intention, information quality and quantity exhibit minimal or no significant effects. This research contributes to understanding how social media platforms enhance consumer purchase decisions by providing key insights into the roles of content attributes and platform characteristics. The study also highlights the importance of credibility and adoption in fostering trust, which is crucial in the context of online consumer behavior. The implications of these findings are significant for marketers and businesses seeking to leverage social media for targeted consumer engagement and increased sales conversion.

Keywords- Information Quality, Quantity, Credibility, Usefulness, Adoption  Intention, Social Media Marketing, Tiktok and Instagram