Analyzing the Influence of Social Media Marketing Strategies on Consumer Purchase Intentions Mediated by Trust

Abstract

This study investigates the influence of social media marketing strategies on consumer purchase intentions, emphasizing the mediating role of consumer trust. With the increasing reliance on social media platforms for brand engagement, understanding how marketing efforts shape consumer views has become essential. A quantitative approach was employed, utilizing a survey of 100 social media users to gather data on their experiences with various marketing strategies, levels of trust, and purchase intentions of brands. The analysis revealed that social media marketing strategies have a direct effect on consumer purchase intentions (β = 0.21) but significantly amplify their impact through trust (indirect effect β = 0.34). The results indicate that higher levels of trust in brands enhance positive consumer purchase intentions, corroborating existing literature that highlights the importance of trust in marketing effectiveness. The study recommends that brands prioritize trust-building initiatives, including transparent communication and authentic engagement, to improve consumer purchase intentions. As social media continues to evolve, the findings suggest that fostering trust will be increasingly crucial for brands aiming to connect with discerning consumers. Future research should explore the impact of emerging technologies on consumer trust within social media marketing contexts.