Investigating the Impact of Social Media Authenticity and Sustainability on Perceived Value and Purchase Intention of International Brand Consumers Mediated by Trust

The present study aimed to investigate the impact of social media authenticity and sustainability on perceived value and purchase intention of international brand consumers, with trust serving as a mediating variable. In terms of purpose, this research is applied, and in terms of method, it is descriptive-survey and correlational. The statistical population of the study consists of consumers of cosmetics and personal care products who use social media. The sample size was determined to be 384 individuals using an appropriate sampling method, and data were collected through a questionnaire. SPSS and Smart-PLS software were used for data analysis. In this research, social media authenticity and sustainability were examined as independent variables, trust as a mediating variable, and perceived value and purchase intention as outcome variables. The results showed that content characteristics of social media, including authenticity and sustainability, are important in shaping consumer trust, and trust can play an effective role in evaluating value and shaping consumers' purchase intention. Furthermore, perceived value can be considered as one of the influential factors on consumers' purchase intention. Based on the research findings, paying attention to authenticity and providing transparent and reliable content, along with responsible and sustainable representation of brand activities on social media, can provide the basis for strengthening consumer trust, increasing perceived value, and ultimately enhancing their purchase intention.