The impact of social media marketing on purchase intention: The mediating role of brand trust and image

Salhab, Hanadi A.; Al-Amarneh, Asma’a; Al-Jabaly, Sameer M.; Zoubi, Munif M. Al; Othman, Mohammed D.

doi:10.5267/j.ijdns.2023.3.012

Cited by 10 publications

(4 citation statements)

References 1 publication

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Third, there are research results that explain the significant positive relationship that emerges between social network variables and purchase intention. This finding strengthens the results of previous research conducted by Salhab et al (2023) which found that social networks had a significant positive effect on purchase intention. Social networks play a vital role in enhancing an individual's intention to buy a product.…”

Section: Discussionsupporting

confidence: 91%

Connecting Virtually: E-Service Quality, Social Network, Customer Trust and Purchase Intention

Sari,

Muna

2024

RGSA

View full text Add to dashboard Cite

Objective: The objective of this study is to investigate the relationship between e-service quality, social network, purchase intention, and customer trust with the aim of provides a deeper understanding of how artificial intelligence is implemented in e-service quality in insurance companies. Theoretical Framework: Theory of Planned Behavior, e-service quality, social network, purchase intention, and customer trust will provide a solid basis for understanding the context of the investigation. Method: The methodology adopted for this research comprises the relationship between varibales through quantitative approaches taking place in Denpasar, Bali, and the community as the target population. Data collection was carried out through quetionnaires and will be analyzed thorugh SEM by PLS. Results and Discussion: The results obtained revealed that each variables shows a positive and significant relationship towards each other, therefore all the hypotheses are accepted. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of management, especially in formulating marketing strategies. These implications could encompass insurrance policy and technnology development. Originality/Value: This study contributes to the literature by providing fresh conceptual framework related to e-service quality and social network through customer trust. The relevance and value of this research are evidenced by regulators, stakeholders, insurance companies, customers, and governments to gain insights with the aim of improving insurance purchases

show abstract

Section: Discussionsupporting

confidence: 91%

Connecting Virtually: E-Service Quality, Social Network, Customer Trust and Purchase Intention

Sari,

Muna

2024

RGSA

View full text Add to dashboard Cite

show abstract

“…So, it is concluded that digital marketing is not significantly affecting purchase intention through brand trust. The results of this study are similar the results of (Salhab et al 2023) and (Putri and Anggarawati 2022) which states that a great marketing strategy is not enough to build trust between consumer and the brand since client won't feel like to trust by only aware about the brand and consumer won't feel any purchase intention. The brand trust variable obtained an R squared value of 0.351, which proves that the independent variables, namely brand ambassadors, brand image and digital marketing, can explain the brand trust variable by 35.1%, while the remaining 64.9% can only be explained by various other factors not included in the model.…”

Section: Hypothesis 10: Digital Marketing Has a Significant Effect On...supporting

confidence: 87%

K-Beauty Craze in Indonesia: A Study of Consumer Purchase Intentions

Laulita,

Clorina

2023

jipb

View full text Add to dashboard Cite

This study investigates how brand ambassadors, digital marketing and brand image influences consumer purchase intention for beauty products in South Korea with brand trust as a mediating variable. This research involved 230 people from Indonesia who had bought beauty products from South Korea in which purposive sampling method is applied in the collection of relevant data. Partial Least Square (PLS) data analysis method is applied which is then processed in the SmartPLS software. It is found that brand ambassadors and digital marketing does have a positive and significant effect on brand trust. On the other hand, brand ambassador, brand image and brand trust have a significant positive effect on purchase intention as well. The mediation results show that brand trust as a mediator can mediate significantly and positively between brand ambassadors on purchase intention, which means that through well-known brand ambassadors with a good reputation, they can help company brands in maintaining consumer trust in brands and encourage interest in buying products indirectly.

show abstract

“…The marketing component known as the Marketing Mix demonstrates a noteworthy association with Intention to Purchase (Hossain et al, 2020). that the Intention to Purchase is significantly impacted by the Marketing Mix (Salhab et al, 2023). H2: There is a positive influence of Marketing Mix on ITP.…”

Section: Literature Reviewmentioning

confidence: 98%

The Role of Attitude Towards Behavior and Utilitarian Benefit in Intention to Purchase Based on Theory of Planned Behavior in Generations Y and Z

Candradewi,

Marsasi

2023

Ekuitas

View full text Add to dashboard Cite

The fragrance industry is experiencing fast growth in Indonesia. The demand for perfume, particularly in the designer and luxury segments, is experiencing significant growth. This study aims to investigate the impact of ATB, PBC, utilitarian benefits, and marketing mix on intention to purchase. This study employs the TPB as its primary theoretical framework. The population comprises customers belonging to Generation Y and Generation Z. The data collecting strategy employs purposive sampling is incorporated into the nonprobability sampling strategy. The sample comprised 189 respondents. The results of the reliability test suggest that the data can be relied upon. The present study utilized a quantitative research methodology and conducted data analysis using IBM SPSS 27 and AMOS Graphic 24 software applications. The findings of the data analysis suggest that there is a statistically significant positive relationship between attitude and purchase intention. Additionally, the results suggest that utilitarian benefit has a notably favorable effect on behavior-related attitudes. Furthermore, the findings of this study suggest that there is no statistically significant relationship between the marketing mix and purchase intention. Consumers' propensity to purchase perfume may be affected by their utilitarian benefit and attitude.

show abstract

The impact of social media marketing on purchase intention: The mediating role of brand trust and image

Cited by 10 publications

References 1 publication

Connecting Virtually: E-Service Quality, Social Network, Customer Trust and Purchase Intention

Connecting Virtually: E-Service Quality, Social Network, Customer Trust and Purchase Intention

K-Beauty Craze in Indonesia: A Study of Consumer Purchase Intentions

The Role of Attitude Towards Behavior and Utilitarian Benefit in Intention to Purchase Based on Theory of Planned Behavior in Generations Y and Z

Contact Info

Product

Resources

About