The Impact of Social Media Marketing and Online Reviews With The Mediating Impact Of Customer Trust on Purchase Intention

Abstract

This research aims to analyze the impacts of social media marketing (SMM) and online reviews on customers’ trust towards their online purchase intention. In an increasingly competitive marketplace of e-commerce, consumers depend on social media content and peer review to lessen uncertainty and perceived risk. This study slightly extends TPB, TAM, and perspectives by placing trust as a main bridging element that connects digital cues to purchase intention in an environment of information overload with competition-driven “trust” messaging. A quantitative cross-sectional survey was conducted among online shoppers between the ages of 18 and 30. Data collected via structured questionnaires were analyzed by PLS-SEM to check measurement reliability/validity and test direct as well as mediating relationships among SMM, online reviews, trust, and purchase intention. Reliability and validity tests showed acceptable values for the constructs. Social media marketing and online reviews significantly enhance customer trust, which in turn strongly predicts purchase intention. Online reviews also have a significant direct effect on purchase intention, while SMM influences purchase intention mainly through trust, indicating full mediation (SMM → Trust → Purchase Intention). The model explained a substantial variance in purchase intention. The brands must keep interacting with their customers on social media consistently and honestly. They should also be clear in delivering any message to enhance the level of trust. Consumer confidence can only be protected if platforms ensure that all reviews are from real purchasers by activating a response system that de