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<p>Leveraging the pervasive influence of social media, businesses increasingly employ SMM tactics to engage consumers. This research examines the mediating role of trust in this process. By employing structural equation modeling (SEM) with SPSS and analysis of moment structures (AMOS), the study empirically investigates the impact of social media marketing strategies on purchase intention through the lens of consumer trust. Findings underscore the critical role of trust as a mediator in the social media marketing-purchase intention relationship, suggesting that fostering trust through social media platforms can significantly enhance consumer buying behavior.</p>

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Impact of social media marketing practices on purchase intentions in the F&B industry and the mediating effect of trust

  • 期刊论文

  • 发表日期：

    2025年1月15日

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  • Inderpreet Singh,
  • Amit Dutt,
  • Prashant Chauhan,
  • Preeti Mehra

摘要

Leveraging the pervasive influence of social media, businesses increasingly employ SMM tactics to engage consumers. This research examines the mediating role of trust in this process. By employing structural equation modeling (SEM) with SPSS and analysis of moment structures (AMOS), the study empirically investigates the impact of social media marketing strategies on purchase intention through the lens of consumer trust. Findings underscore the critical role of trust as a mediator in the social media marketing-purchase intention relationship, suggesting that fostering trust through social media platforms can significantly enhance consumer buying behavior.