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Consumer brand engagement in social media: the role of trust on purchase intentions
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Orientador(es)
Resumo(s)
This paper investigates the impact of consumer trust in a brand's social media engagement on purchase intentions. The study uses a descriptive research design and a quantitative approach through an online survey to explore the nexus between social media engagement, brand trust, and purchase behavior. Survey results indicate that respondents predominantly use Facebook, Instagram, and LinkedIn, highlighting the significance of these platforms for brand engagement. Content preferences lean towards visuals, user-generated content, and promotions. Active consumer engagement on social media, coupled with a substantial number of reporting purchases from brands discovered on these platforms, underscores the influential role of social media in the consumer decision-making process. Regression analyses confirm a positive relationship between increased brand engagement on social media, brand trust, and purchase intentions. User-generated social media communication and electronic word-of-mouth also positively influence brand trust. The study provides valuable insights for marketers, emphasizing the need for strategic focus on popular social media platforms, visually appealing content, and fostering active brand-consumer interactions to build trust and drive purchase intentions.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Consumer Brand Engagement Brand Trust Purchase Intentions User Generated Content Electronic Word of Mouth SDG 4 - Quality education SDG 17 - Partnerships for the goals