Online Reviews and Millennial Consumer Behavior in Punjab: The Mediating Role of Information Credibility in Shaping Brand Trust and Purchase Intention

Significance: In the digital era, online reviews possess critical stimulus on consumer behaviour, mainly among millennials who mostly depend on peer-generated content. Meaningfully comprehending the dynamics among online reviews, brand trust and purchase would certainly empower the marketers to enhance consumer engagement and loyalty. Purpose: The study intends to examine the role of online reviews in shaping brand trust and purchase intention, with a precise emphasis on understanding the mediating role of information credibility. Methodology: A quantitative research design with a cross-sectional perspective was utilised and responses from 316 millennial consumers in Punjab were solicited through a structured questionnaire. Thereon, based on the collected data, the proposed model was evaluated using PLS-SEM through SmartPLS4. Findings: The analysis revealed that online reviews and perceived information credibility significantly influence both brand trust and purchase intention. Additionally, information credibility functions as an intervening variable, strengthening the influence of online reviews on millennial consumers’ behaviour. The data analysis demonstrated that the measurement model demonstrated strong validity, reliability and predictive power.