Analyzing the Impact of Social Media Usage on Online Shopping: An Empirical Evidence from District Loralai

This study's primary goal was to examine how social media mistrust affected online commerce in relation to the use of social media.Distrust in social media was tested as mediator to identify how customers were inclined from trust to distrust after experiencing e-purchasing. Through online survey, data was collected from more than 300 students belonging to ten different departments situated at the main campus of the University of Loralai. The current study used a convenience sampling technique. SPSS was used for descriptive data analysis. The hypothesised model was examined using partial least squares structural equation modelling (PLS-SEM), which fully supported the current study's hypotheses. The results revealed that social media usage has a significant impact on distrust in social media leading to influence the consumers’ intention for online shopping in a negative spectrum. Whereas, distrust in social media negatively mediates the link between social media usage and online shopping. The findings of the present study have some practical suggestions for companies that deal in online businesses, organizational researchers, and practitioners on how to diagnose and prevent factors that influence the level of trust leading toward distrust.