Muhammad Aqib Shafiq, Muhammad Ziaullah, Qamar Abbas, Malik Abid Ali and Saba Iqbal 2023. Going Green on social media: Exploring the Effect of Firm-Generated Content on Brand Trust and Purchase Decision in Pakistan with a Focus on Environmental Concern. International Journal of Social Science & Entrepreneurship. 3, 3 (Jul. 2023), 187–207. DOI:https://doi.org/10.58661/ijsse.v3i3.194.