Article: The impact of social media engagement on consumers' trust and purchase intention Journal: International Journal of Technology Marketing (IJTMKT) 2020 Vol.14 No.3 pp.305 - 323 Abstract: This study aims to investigate the effect of social media usage among different segments of customers on their level of trust in the advertising campaign and their purchase intention. The paper took a deductive approach by reviewing past literature about the effects of social media on consumers and in particular on customer purchase intention to design a construct for evaluating the relationship between the variables. The findings indicate that engagement on social media varies for different segments of customers. This includes the engagement to acquire discounts and promotions for price-sensitive customers, following upmarket brands for high-end customers; it is also used to follow brands that the customer is already a patron of in brand loyal segment. An additional category was designed for the fashion seeking customers, namely, engaging on social media to follow new trends and celebrities. In all categories, engagement on social media positively impacts the level of trust and purchase intention among customers. This study differs from past research by classifying customers and their social media usage and examining these factors in relation to trust and purchase intention. Hence, the results can assist managers in planning advertising campaigns based on their overall strategy. Inderscience Publishers - linking academia, business and industry through research

Title: The impact of social media engagement on consumers' trust and purchase intention

Authors: Arian Matin; Tornike Khoshtaria; Gocha Tutberidze

Addresses: Faculty of Business and Technologies, International Black Sea University, Georgia ' Faculty of Business and Technologies, European University, Georgia ' Faculty of Business and Technologies, European University, Georgia

Abstract: This study aims to investigate the effect of social media usage among different segments of customers on their level of trust in the advertising campaign and their purchase intention. The paper took a deductive approach by reviewing past literature about the effects of social media on consumers and in particular on customer purchase intention to design a construct for evaluating the relationship between the variables. The findings indicate that engagement on social media varies for different segments of customers. This includes the engagement to acquire discounts and promotions for price-sensitive customers, following upmarket brands for high-end customers; it is also used to follow brands that the customer is already a patron of in brand loyal segment. An additional category was designed for the fashion seeking customers, namely, engaging on social media to follow new trends and celebrities. In all categories, engagement on social media positively impacts the level of trust and purchase intention among customers. This study differs from past research by classifying customers and their social media usage and examining these factors in relation to trust and purchase intention. Hence, the results can assist managers in planning advertising campaigns based on their overall strategy.

Keywords: social media usage; consumer trust; purchase intention; advertising campaign; online marketing; Republic of Georgia.

DOI: 10.1504/IJTMKT.2020.111547

International Journal of Technology Marketing, 2020 Vol.14 No.3, pp.305 - 323

Received: 10 Jun 2020
Accepted: 15 Jul 2020
Published online: 30 Nov 2020 *

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Title: The impact of social media engagement on consumers' trust and purchase intention

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