Name: Pawan Kumar , Mamta Rana & Anand Jaiswal
Country: India

Year: 2026
Volume: Vol-17, Issue no. 2 July-December-2026
Page Number: 130-136
DOI: https://doi.org/10.5281/zenodo.22122256

ABSTRACT
The rapid proliferation of new media has substantially reshaped the advertising environment, particularly in the period following the COVID-19 pandemic, as consumers increasingly engage with brands through social media, digital platforms, influencer content, online reviews, and mobile advertising. The present study empirically investigates consumer perceptions of trust and advertising credibility in the post-pandemic era and examines their influence on purchase intention. Adopting a quantitative, cross-sectional design, the study focuses on consumers exposed to new media advertising, with primary data collected through a structured questionnaire administered on a five-point Likert scale. The study assesses key dimensions of advertising credibility, namely perceived reliability, authenticity, transparency, and in formativeness and explores their association with consumer trust and purchase intention. Descriptive statistics, reliability analysis, correlation analysis, and regre