Rita, Paulo Miguel Rasquinho FerreiraAraújo, Mafalda Costa de2024-03-252024-02-08http://hdl.handle.net/10362/165378Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThis 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.engConsumer Brand EngagementBrand TrustPurchase IntentionsUser Generated ContentElectronic Word of MouthSDG 4 - Quality educationSDG 17 - Partnerships for the goalsmaster thesis203553667