INTEGRATED PERSPECTIVE OF SOCIAL MEDIA INFLUENCER, BRAND ENGAGEMENT, CONSUMER TRUST AND BRAND LOYALTY: A MEDIATION-MODERATION APPROACH IN PAKISTANI CONTEXT

Abstract

The current study chose convenience sampling technique to sample the university students of Karachi. By using time displacement theory as a theoretical lens, the study confirms the excessive usage of social media decrease family socialization. The quantitative method is applied to prove research finding. Results also indicate that with excessive social media usage, the relationship with families might affected as students are already isolated from their families due to the tough schedule and studies burden.This research may also provide evidence to encourage family members to focus on their kids and minimize the communication gap which has been lingering due to excessive use of social media. This major impact on families not only shrinks the healthy family time but also shrinks socialization and face-to-face interaction among siblings and parents. Thus, the study advances its knowledge by analysing the perception, attitude, and behaviour toward social media with this assumption that it may hamper the quality of time with family.