Understanding consumers’ trust in social media marketing environment

Abstract

<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The purpose of this study was to examine the impacts of consumers’ motivations (i.e. remuneration, social, and empowerment) on online purchase intentions mediated through trust towards retailers present on social media.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>Data were collected from consumers residing in the three metropolitan cities of Pakistan, and the research model was tested using the covariance-based structural equation modelling in Amos.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results showed that remuneration and social motivations positively influenced consumers’ online purchase intentions directly, as well as indirectly mediated through trust. However, trust fully mediated the relationship between empowerment motivation and consumers’ online purchase intentions.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>The existing literature reveals that only a handful of studies have endeavoured to understand consumers’ trust in the context of social media marketing, and the literature in this field is not matured yet. The novelty of this research lies in its contribution to understanding the impacts of consumers’ motives (i.e. remuneration, social, and empowerment) on trust towards retailers present on social media, which have not been explored before. In addition, it examines trust towards retailers present on social media as an underlying mechanism that affects the relationships between consumers’ motives and online purchase intentions.</jats:p></jats:sec>

How trust leads to online purchase intention founded in perceived usefulness and peer communication

“…Trust clearly leads to purchase intention, but only trust in the fashion brand rather than trust in the social media channel as a main effect. More researchers focused on trust in brands (e.g., See‐To & Ho, 2014; Liu et al, 2018; Irshad et al, 2020), but not trust in social media channels. Few studies reported the role of trust in a media in increasing consumers' information seeking behaviour on social media channels (e.g., Hajli et al, 2017) or in increasing purchase intention on travel sites (e.g., Agag & El‐Masry, 2017).…”

“…Marketers should therefore seek to understand the opinions and attitudes consumers have towards their brand. Furthermore, Irshad et al (2020) found that social motivation, empowerment and remuneration all positively influenced trust in retailers on social media, which in turn, influenced online purchasing decisions. Men and Muralidharan (2017) found that the strength of social ties, user attitude and peer influence all positively influenced peer communication about companies.…”

Motivaciones y barreras en la utilización de estrategias de e-marketing en pymes catalanas y el encaje del consumidor: el caso de la comarca del Alt Empordà

“…Aspectos de personal de contenidos dependen del tipo de producto, donde los consumidores altamente involucrados tienden a preferir información general y más completa en lugar de personalizada (Cheung et al, 2020). La confianza de los consumidores también es un tema estudiado, donde Irshad et al (2020) mencionan que motivaciones como la remuneración, socialización y empoderamiento son determinantes importantes que generan confianza en entornos de marketing social. Los desafíos futuros en la investigación del marketing en las redes sociales se centran en explorar nuevos diseños de la experiencia del consumidor, aspectos de personalización y segmentación, y nuevas posibilidades de innovación y colaboración (Dwivedi et al, 2021).…”

“…No obstante, los resultados también evidencian que los consumidores están dispuestos a facilitar sus datos cuando perciben que pueden beneficiarse de algún incentivo, como, por ejemplo, un descuento. Este resultado específico refuerza la importancia de elementos motivadores relacionados con la remuneración (ganar un descuento), como impulsores de la generación de la confianza (Irshad et al, 2020) a la hora de facilitar información o datos.…”

The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention

“…Of course, the use of celebrity endorsements involves a considerable cost (Liang & Lin, 2018) and does not guarantee success in marketing promotions. Therefore, there is a need to learn how celebrity endorsements influence consumer behavior, in which case we assess that consumer confidence is also an essential factor in their buying intentions (Madeeha, Shakil, & Farooq, 2020). Although consumers have an excellent response to celebrity support, research examining the impact of celebrity support on consumer purchasing intentions in Indonesia is still limited (Liang & Lin, 2018).…”