More Than Just a Post: Decoding the Journey from Authenticity to Advocay in Social Media
This study investigates how customer attitude mediates the relationship between social media influencer authenticity and positive word-of-mouth (WOM). A quantitative approach was adopted, informed by Social Exchange Theory (SET). A structured questionnaire was administered to 353 social media users aged 18–35 in Quetta. Analysis using SPSS and the PROCESS Macro indicates that influencer authenticity significantly shapes customer attitudes, thereby enhancing positive WOM. The findings confirm partial mediation, suggesting that authenticity not only directly influences WOM but also strengthens it through favourable attitudes. The study highlights that authenticity must translate into positive consumer perceptions to drive advocacy.
This study investigates how customer attitude mediates the relationship between social media influencer authenticity and positive word-of-mouth (WOM). A quantitative approach was adopted, informed by Social Exchange Theory (SET). A structured questionnaire was administered to 353 social media users aged 18–35 in Quetta. Analysis using SPSS and the PROCESS Macro indicates that influencer authenticity significantly shapes customer attitudes, thereby enhancing positive WOM. The findings confirm partial mediation, suggesting that authenticity not only directly influences WOM but also strengthens it through favourable attitudes. The study highlights that authenticity must translate into positive consumer perceptions to drive advocacy.
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Authenticity of Social Media Influencer, Customer Attitude, Positive Word-of-Mouth, Social Exchange Theory.
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(1) Muhammad Asad
Lecturer, Balochistan University of Information Technology, Engineering and Management Sciences (BUITEMS), Quetta. Baluchistan, Pakistan.
(2) Muhammad Hussain
Bachelor of Business Administration (BBA) , Balochistan University of Information Technology, Engineering and Management Sciences (BUITEMS), Quetta. Baluchistan, Pakistan.
(3) Rohan Khan
Bachelor of Business Administration (BBA), Balochistan University of Information Technology, Engineering and Management Sciences (BUITEMS), Quetta. Baluchistan, Pakistan.
Cite this article
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APA : Asad, M., Hussain, M., & Khan, R. (2025). More Than Just a Post: Decoding the Journey from Authenticity to Advocay in Social Media. <i>Global Management Sciences Review, X(IV)</i>, 116-127. <a href='https://doi.org/10.31703/gmsr.2025(X-IV).08'>https://doi.org/10.31703/gmsr.2025(X-IV).08</a>
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CHICAGO : Asad, Muhammad, Muhammad Hussain, and Rohan Khan. 2025. "More Than Just a Post: Decoding the Journey from Authenticity to Advocay in Social Media." <i>Global Management Sciences Review</i>, X (IV): 116-127 doi: 10.31703/gmsr.2025(X-IV).08
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HARVARD : ASAD, M., HUSSAIN, M. & KHAN, R. 2025. More Than Just a Post: Decoding the Journey from Authenticity to Advocay in Social Media. <i>Global Management Sciences Review</i>, X, 116-127.
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MHRA : Asad, Muhammad, Muhammad Hussain, and Rohan Khan. 2025. "More Than Just a Post: Decoding the Journey from Authenticity to Advocay in Social Media." Global Management Sciences Review, X: 116-127
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MLA : Asad, Muhammad, Muhammad Hussain, and Rohan Khan. "More Than Just a Post: Decoding the Journey from Authenticity to Advocay in Social Media." <i>Global Management Sciences Review</i>, X.IV (2025): 116-127 Print.
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OXFORD : Asad, Muhammad, Hussain, Muhammad, and Khan, Rohan (2025), "More Than Just a Post: Decoding the Journey from Authenticity to Advocay in Social Media", <i>Global Management Sciences Review</i>, X (IV), 116-127
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TURABIAN : Asad, Muhammad, Muhammad Hussain, and Rohan Khan. "More Than Just a Post: Decoding the Journey from Authenticity to Advocay in Social Media." <i>Global Management Sciences Review</i> X, no. IV (2025): 116-127. <a href='https://doi.org/10.31703/gmsr.2025(X-IV).08'>https://doi.org/10.31703/gmsr.2025(X-IV).08</a>