The role of social presence and trust on customer loyalty

Abstract

PurposeE-commerce and social media technologies can significantly benefit the food and beverage industry by reducing costs, streamlining supply activities, and, most importantly, engaging users in active interaction and enhancing social presence. This research aims to propose a model to examine the role of trust and social presence on loyalty in the food and beverage industry. Moreover, the mediating role of trust is the link between social presence and loyalty examined in this study.Design/methodology/approachA survey has been conducted to examine the structural model. The research model is tested using structural equation modelling (PLS-SEM).FindingsThe result indicated the effect of Social presence and Trust in social media on Customer loyalty in the context of online shopping. Our finding contributes remarkable insights into the food and beverage industry, particularly in the COVID-19 era, as more consumers buy through e-commerce platforms.Originality/valueThis study expands the understanding of the role of the managers of social commerce websites in maintaining customer loyalty. Hence, the social commerce site managers can use this finding to develop strategies for building customer trust and, ultimately, customer loyalty.

Consumers' social self-identity drivers on social commerce platforms-based food and beverage

“…(2022) based on UTAUT found that social influence, information quality, price-saving orientation, time-saving orientation play a major role in customers' intention to use food and beverage deliver applications. Attar et al . (2022) used trust theory, and proved the effect of social presence on customers' trust and loyalty on online food and beverage shopping.…”

“…Up-to-date information (0.542) is the most significant construct for social commerce exchange, followed by validation (0.360), and like-minded on UTAUT found that social influence, information quality, price-saving orientation, time-saving orientation play a major role in customers' intention to use food and beverage deliver applications. Attar et al (2022) used trust theory, and proved the effect of social presence on customers' trust and loyalty on online food and beverage shopping. TAM was tested by Bruwer et al (2022), and found that perceived usefulness and perceived ease of use create positive attitude to use mobile grocery applications.…”

“…Previous studies have examined the use of online services for food and beverage products; Allah Pitchay et al (2022) use the unified theory of acceptance and use of technology (UTAUT) on customers' intentions and attitudes to use food delivery applications and prove that price-saving, time-saving, social influence and information quality affect customers' attitudes and attitudes affect customers' intentions to use food delivery applications. Attar et al (2022) adopt trust theory to examine the impact of social presence and trust in social media on customer loyalty in buying food and beverage products online. Their research provides conclusive evidence for the role that social presence and trust play in influencing consumer loyalty.…”

How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions

“…Jin et al (2021) revealed the positive relationship between social presence and perceived trustworthiness of the endorsed fashion brand. Attar et al (2022) examined the role of social presence and trust on customer loyalty. Jiang et al (2019) identified the three dimensions of social presence: interactions between consumers, interactions between consumers and merchants and interactions between consumers and commodities.…”

The role of social media content on value co-creation in the food sector: a strategic relationship perspective

“…andJia et al (2022) examined the effect of social commerce motives on trust and purchase behaviour Hamid et al (2022). tested the behavioural intention to adopt e-commerce for food orders based on the theory of planned behaviour Attar et al (2022). indicated the effect of social presence and trust on customer loyalty in the social media context Shirazi et al (2021).…”