Role of traditional vs social media on purchase intention: A sequential mediation model

In an increasingly saturated media environment, this study examines how traditional and social media influence consumer purchase intentions in the fashion industry through nostalgia, perceived credibility, and persuasion knowledge. Drawing on the Elaboration Likelihood Model (ELM), survey data from fashion-conscious consumers in Pakistan were analyzed using structural equation modeling. The results show that both media types evoke nostalgia and enhance credibility, which in turn reduce persuasion knowledge and strengthen purchase intentions. Celebrity endorsement amplifies the nostalgia effect in traditional media but shows no significant impact on social media. These findings extend ELM by uncovering media-specific persuasion processes and provide practical guidance for marketers to design strategies that leverage emotional cues and credibility in emerging markets.