Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust

Abstract

Successful marketing and promotion strategies achieve customer development, profitability, and long-term company success. Present markets become more competitive through changing markets, globalization, and innovative technology, which have rapidly changed the business world. Platforms like Facebook, Twitter, and YouTube are pushing marketing companies toward a new direction using social media marketing. Social media has penetrated so deeply into millions of people’s lives worldwide that it has also attracted marketers’ attention. This study will help determine how it influences Pakistani consumers’ purchase intentions. This research used a quantitative method based on primary data. The data was collected from Faisalabad, and the sample size was 250 participants. Among the 250 questionnaires, 190 are useable. The results show that trust and social media influence significantly affect consumers’ purchase intentions. Data analysis reveals that social media marketing has a greater influence than trust in purchase intentions through social networking sites. Therefore, improving websites’ quality enhances customers’ trust. Hence, trust plays an important role in e-commerce by directly influencing the purchasing intentions of customers.

The Impact of Online Communities and E Word of mouth on Purchase Intention of Generation Y: The Mediating Role of Brand Trust

“…The researcher collected data based on the non-probabilistic convenience sampling method as participates of the sample are easily accessible to the researcher and this method is common because it can assess a large number of survey participants in a short period (Etikan, Musa, & Alkassim, 2016). Similar studies such as (Balakrishnan, Dahnil & Yi, 2012;Manzoor, Baig, Hashim & Sami, 2020) have employed convenience sampling as the sampling technique.…”

“…First of all, a literature survey was carried out to gather extensive information on the subject of study. Constructs have been operationalized by a thorough analysis of the literature (Manzoor, Baig, Hashim, & Sami, 2020;Hanaysha, 2016) and calculated in a 5-point Likert scale ranging from 1=strong disagree to 5 =strongly agree. Second, there have been few expert reviews to guarantee the questionnaire's accuracy and applicability.…”

“…The formation of a consumer's purchase intentions is influenced by their general attitudes toward a product (Cheruiyot & Maru, 2013). The more positive these attitudes are, the more likely people are to purchase (Manzoor, Baig, Hashim, & Sami, 2020). A similar definition was proposed by (Beneke, Flynn, Greig, & Mukaiwa, 2013;Faryabi, Fesaghandis, & Saed, 2015;Wu, 2015), all of whom focused on the willingness of consumers to purchase a specific product.…”

Banking Services Marketing via Social Media Platforms and Its Impact on Consumer Behavior During COVID-19 Pandemic in Jordanian Banks: Mediating Role of Innovation Marketing

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Media Marketing and its Role in Reducing Political Deception

“…Media in all its forms (print, audio, visual, digital) are indispensable. Technology plays a significant role and has made changes and has impacted every aspect of our daily lives (Manzoor et al, 2020). Media marketing includes many different media, including image ads, content marketing, and media promotion.…”