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Understanding consumers’ trust in social media marketing environment

Madeeha Irshad (Department of Management Sciences, COMSATS University Islamabad, Islamabad, Pakistan) (Department of Management Sciences, COMSATS University Islamabad, Attock Campus, Attock, Pakistan)
Muhammad Shakil Ahmad (Department of Management Sciences, COMSATS University Islamabad, Attock Campus, Attock, Pakistan)
Omer Farooq Malik (Department of Management Sciences, COMSATS University Islamabad, Islamabad, Pakistan)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 3 July 2020

Issue publication date: 10 October 2020

5051

Abstract

Purpose

The purpose of this study was to examine the impacts of consumers’ motivations (i.e. remuneration, social, and empowerment) on online purchase intentions mediated through trust towards retailers present on social media.

Design/methodology/approach

Data were collected from consumers residing in the three metropolitan cities of Pakistan, and the research model was tested using the covariance-based structural equation modelling in Amos.

Findings

The results showed that remuneration and social motivations positively influenced consumers’ online purchase intentions directly, as well as indirectly mediated through trust. However, trust fully mediated the relationship between empowerment motivation and consumers’ online purchase intentions.

Originality/value

The existing literature reveals that only a handful of studies have endeavoured to understand consumers’ trust in the context of social media marketing, and the literature in this field is not matured yet. The novelty of this research lies in its contribution to understanding the impacts of consumers’ motives (i.e. remuneration, social, and empowerment) on trust towards retailers present on social media, which have not been explored before. In addition, it examines trust towards retailers present on social media as an underlying mechanism that affects the relationships between consumers’ motives and online purchase intentions.

Keywords

Citation

Irshad, M., Ahmad, M.S. and Malik, O.F. (2020), "Understanding consumers’ trust in social media marketing environment", International Journal of Retail & Distribution Management, Vol. 48 No. 11, pp. 1195-1212. https://doi.org/10.1108/IJRDM-07-2019-0225

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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