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Shaista Moiz

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Open access Sep 2026

THE ROLE OF CONSUMER TRUST IN AI-DRIVEN SOCIAL MEDIA MARKETING AND PURCHASE INTENTION IN EMERGING MARKETS

The purpose of this study is to investigate how consumer trust affects purchase intention in emerging economies and the use of AI in social media marketing. To supplement earlier research on social media marketing, the study adds Artificial Intelligence (AI) and Consumer Trust to the relationship between social media m...

Shaista Moiz, Hammad Zafar, S. M. F. Siddiqui · 0 citations

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