Antecedents of Purchase Intention on Instagram: A Study Among Gen-Z in Quetta-Pakistan

Abstract

Instagram's rise has changed how Generation Z consumers discover promotional content, assess product suggestions, and make purchase decisions. This study explores the relationship between content quality, trustworthiness, product match-up, and Generation Z purchase intention on Instagram in Quetta, Pakistan. In particular, it examines how content quality affects trustworthiness, how trustworthiness influences purchase intention, the intervening role of trustworthiness, and the moderating effect of product match-up. The study uses a quantitative methodology based on "Source Credibility Theory" and the "Match-up Hypothesis," and it collects data through online surveys of 340 Generation Z respondents in Quetta. The proposed relationships are analysed using regression analysis. The results show that content quality has a significant and positive impact on trustworthiness, and trustworthiness has a significant positive effect on purchase intention. In addition, trustworthiness partially mediates the relationship between content quality and purchase intention, meaning high-quality Instagram content can boost purchase intention both directly and indirectly through the development of consumers' trust. The results also show a positive moderating role for product match-up, indicating that product match-up strengthens the trustworthiness–purchase intention link to a greater extent. This research makes a unique and significant addition to digital marketing literature by combining content quality, trustworthiness, and product match-up into a single model to understand Generation Z's purchase intentions on Instagram. In practical terms, it underscores the need for quality, informative, and relevant content, and for product–platform alignment, for successful Instagram marketing.

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