The Impact of Social Media Influencers on Consumer Purchase Decisions: A Study on Brand Trust and Consumer Loyalty
Keywords:
Social Media, Consumer purchase decisions, Brand trust, Consumer loyaltyAbstract
This research aimed to examine the impact of social media on consumers' purchase decisions and to check if there is a relationship between brand trust and consumer loyalty. Nowadays, social media has introduced many things through ads, but people buy branded stuff. Consumers trust the brand a lot. For this research, 250 consumers were selected from shopping malls in Lahore and asked questions about brand and brand trust. They followed a five-point checklist. After collecting the data, it was entered into SPSS, and descriptive and regression tests were applied. The results revealed that consumers trust the brand more. People seem to buy mostly branded items. Very few people buy different things by looking at social media ads. It is recommended that brands should increase their quality so that they can meet the needs of consumers.
References
Ahmed, Y. A., Ahmad, M. N., Ahmad, N., & Zakaria, N. H. (2019). Social media for knowledge-sharing: A systematic literature review. Telematics and informatics, 37, 72-112.
Allman‐Farinelli, M., & Nour, M. (2021). Exploring the role of social support and social media for lifestyle interventions to prevent weight gain with young adults: Focus group findings. Journal of Human Nutrition and Dietetics, 34(1), 178-187.
Anisha, S., & Kalaivani, A. (2016). Factors influencing buyers' behavior while purchasing. Shanlax International Journal of Commerce, 4(3), 153-158.
Aydin, G., Uray, N., & Silahtaroglu, G. (2021). How to engage consumers through effective social media use—Guidelines for consumer goods companies from an emerging market. Journal of theoretical and applied electronic commerce research, 16(4), 768-790.
Bartschat, M., Cziehso, G., & Hennig-Thurau, T. (2022). Searching for word of mouth in the digital age: Determinants of consumers’ uses of face-to-face information, internet opinion sites, and social media. Journal of Business Research, 141, 393-409.
Bawden, D., & Robinson, L. (2020). Information overload: An overview.
Bessarab, A., Mitchuk, O., Baranetska, A., Kodatska, N., Kvasnytsia, O., & Mykytiv, G. (2021). Social networks are a phenomenon of the information society. Journal of Optimization in Industrial Engineering, 14(Special Issue), 17-24.
Bhattacharya, A., & Dhingra, P. M. (2023). YouTube “Unboxing:” An Influencer of Purchase Intent—A Quantitative Study. NMIMS Management Review, 31(3), 203-213.
Chan, F. (2022). A Study of Social Media Influencers and Impact on Consumer Buying Behaviour in the United Kingdom. International Journal of Business & Management Studies, 3(07), 2694-1449.
Chen, A., Lu, Y., & Wang, B. (2017). Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management, 37(6), 627-638.
Choi, J. (2020). How consumers engage in & utilize the source of electronic word-of-mouth (e-WOM)?. Academy of Strategic Management Journal, 19(2), 1-12.
Chung, N., Han, H., & Koo, C. (2015). Adoption of travel information in user-generated content on social media: the moderating effect of social presence. Behaviour & information technology, 34(9), 902-919.
Dhingra, M., & Mudgal, R. K. (2019, March). Historical evolution of social media: An overview. In International Conference on Advances in Engineering Science Management & Technology (ICAESMT)-2019, Uttaranchal University, Dehradun, India.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International journal of information management, 59, 102168.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309.
Ecer, F. (2021). A consolidated MCDM framework for performance assessment of battery electric vehicles based on ranking strategies. Renewable and Sustainable Energy Reviews, 143, 110916.
Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.
Gao, B., Wang, Y., Xie, H., Hu, Y., & Hu, Y. (2023). Artificial intelligence in advertising: advancements, challenges, and ethical considerations in targeting, personalization, content creation, and ad optimization. Sage Open, 13(4), 21582440231210759.
Gardner, M. J. (2022). Deal or no deal: sales promotion influence on consumer evaluation of deal value and brand attitude. Small Business Institute Journal, 18(2), 18-27.
Gherasim, T. (2013). Behaviour Social Factors. Economy transdisciplinarity cognition, 16(1).
Grant, R., Clarke, R. J., & Kyriazis, E. (2013). Modelling real-time online information needs: A new research approach for complex consumer behaviour. Journal of marketing management, 29(7-8), 950-972.
Häubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing science, 19(1), 4-21.
Hauser, J. R., & Urban, G. L. (1986). The value priority hypotheses for consumer budget plans. Journal of consumer research, 12(4), 446-462.
Huang, S., & Choi, H. S. (2017). Understanding Canadian and US tourists: A self-concept based segmentation study. European Journal of Tourism Research, 16, 201-213.
Hyun, H., Thavisay, T., & Lee, S. H. (2022). Enhancing the role of flow experience in social media usage and its impact on shopping. Journal of Retailing and Consumer Services, 65, 102492.
Jain, A. K., Sahoo, S. R., & Kaubiyal, J. (2021). Online social networks security and privacy: comprehensive review and analysis. Complex & Intelligent Systems, 7(5), 2157-2177.
Jessie Chen‐Yu, H., & Kincade, D. H. (2001). Effects of product image at three stages of the consumer decision process for apparel products: alternative evaluation, purchase and post‐purchase. Journal of Fashion Marketing and Management: An International Journal, 5(1), 29-43.
Jia, X., Pang, Y., & Liu, L. S. (2021, December). Online health information seeking behavior: a systematic review. In Healthcare (Vol. 9, No. 12, p. 1740). MDPI.
Jog, D. (2024). Travellers' Creation and Dissemination of User-Generated Content: A Review and Theoretical Implications. Tourism and the Experience Economy in the Digital Era, 113-127.
Kim, C. M. (2020). Social media campaigns: Strategies for public relations and marketing. Routledge.
Kington, R. S., Arnesen, S., Chou, W. Y. S., Curry, S. J., Lazer, D., & Villarruel, A. M. (2021). Identifying credible sources of health information in social media: principles and attributes. NAM perspectives, 2021.
Kwiatek, P., Baltezarević, R., & Papakonstantinidis, S. (2021). The Impact Of Credibility Of Influencers Recommendations On Social Media On Consumers Behavior Towards Brands. Informatologia, 54.
Liu, H., Jayawardhena, C., Osburg, V. S., & Mohiuddin Babu, M. (2020). Do online reviews still matter post-purchase?. Internet Research, 30(1), 109-139.
Liu, L., Lee, M. K., Liu, R., & Chen, J. (2018). Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41, 1-13.
Macarthy, A. (2021). 500 social media marketing tips: essential advice, hints and strategy for business: facebook, twitter, pinterest, Google+, YouTube, instagram, LinkedIn, and mor.
Mandarić, D., Hunjet, A., & Vuković, D. (2022). The impact of fashion brand sustainability on consumer purchasing decisions. Journal of Risk and Financial Management, 15(4), 176.
Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of business research, 54(1), 11-24.
Mensah, K., Dankwah, J. B., Mensah, G., & Masope-Crabbe, J. A. (2021). Choice, purchase decision and post-purchase dissonance: The social media perspective. Information Management and Business Review, 13(3 (I)), 1-13.
Mohammad, J., Quoquab, F., Thurasamy, R., & Alolayyan, M. N. (2020). The effect of user-generated content quality on brand engagement: The mediating role of functional and emotional values. Journal of Electronic Commerce Research, 21(1), 39-55.
Nayal, P., & Pandey, N. (2022). What makes a consumer redeem digital coupons? Behavioral insights from grounded theory approach. Journal of Promotion Management, 28(3), 205-238.
Nielsen, R. K., & Ganter, S. A. (2022). The power of platforms: Shaping media and society. Oxford University Press.
Nikmah, F., & Pramesty, W. (2019). The Influence of Lifestyle on the Purchasing Decision. Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University, 160.
Nikolinakou, A., & Phua, J. (2020). Do human values matter for promoting brands on social media? How social media users' values influence valuable brand‐related activities such as sharing, content creation, and reviews. Journal of Consumer Behaviour, 19(1), 13-23.
Osatuyi, B. (2013). Information sharing on social media sites. Computers in human behavior, 29(6), 2622-2631.
Palalic, R., Ramadani, V., Mariam Gilani, S., Gërguri-Rashiti, S., & Dana, L. P. (2021). Social media and consumer buying behavior decision: what entrepreneurs should know?. Management Decision, 59(6), 1249-1270.
Palmintier, B., Broderick, R. J., Mather, B., Coddington, M., Baker, K., Ding, F., ... & Bharatkumar, A. (2016). On the path to sunshot: Emerging issues and challenges in integrating solar with the distribution system.
Papies, E. K., Best, M., Gelibter, E., & Barsalou, L. W. (2017). The role of simulations in consumer experiences and behavior: Insights from the grounded cognition theory of desire. Journal of the Association for Consumer Research, 2(4), 402-418.
Pizzutti, C., Gonçalves, R., & Ferreira, M. (2022). Information search behavior at the post-purchase stage of the customer journey. Journal of the Academy of Marketing Science, 50(5), 981-1010.
Rane, N. L., Achari, A., & Choudhary, S. P. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science, 5(5), 427-452.
Rao, B. N., & Kalyani, V. (2022). A study on positive and negative effects of social media on society. Journal of Science & Technology (JST), 7(10), 46-54.
Šadić, S., Puška, A., Stojanović, I., & Bečić, H. (2018). The influence of demographic characteristics of consumers on decisions to purchase technical products. The European Journal of Applied Economics, 15(2), 1-16.
Santos, Z. R., Cheung, C. M., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, 102457.
Sfetcu, N. (2017). Web 2.0/Social Media/Social Networks. Nicolae Sfetcu.
Sharif, A., Awan, T. M., & Paracha, O. S. (2022). The fake news effect: what does it mean for consumer behavioral intentions towards brands?. Journal of Information, Communication and Ethics in Society, 20(2), 291-307.
Sorina-Raula, G., Liviu, C., & Georgeta-Mădălina, M. (2012). The role of advertising in the purchase decision process. Analele Universitatii Din Oradea, 17(4), 897-1574.
Sreejesh, S., Paul, J., Strong, C., & Pius, J. (2020). Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism. International Journal of Information Management, 54, 102155.
Srinivasan, R. (2021). Platform business models. Springer Singapore.
Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of international business research and marketing, 2(6).
Stylidis, K., Wickman, C., & Söderberg, R. (2020). Perceived quality of products: a framework and attributes ranking method. Journal of Engineering Design, 31(1), 37-67.
Sundararaj, V., & Rejeesh, M. R. (2021). A detailed behavioral analysis on consumer and customer changing behavior with respect to social networking sites. Journal of Retailing and Consumer Services, 58, 102190.
Tanner, S. A. (2019). Exploring the factors influencing consumers’ motivation to use food product labels in their purchase decisions.
Tess, P. A. (2013). The role of social media in higher education classes (real and virtual)–A literature review. Computers in human behavior, 29(5), A60-A68.
Tinezia, S. C. (2023). Brand Image as a Mediation for the Influence of Social Media Advertising Content and Social Media Sales Promotion Content on Behavioral Intention for Clothing Distributions Outlet in Bandar Lampung (Study on Otsky Store Distributions Outlet Products, Lampung).
Torous, J., Bucci, S., Bell, I. H., Kessing, L. V., Faurholt‐Jepsen, M., Whelan, P., ... & Firth, J. (2021). The growing field of digital psychiatry: current evidence and the future of apps, social media, chatbots, and virtual reality. World Psychiatry, 20(3), 318-335.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing intelligence & planning, 32(3), 328-344.
Tuten, T. L. (2023). Social media marketing. Sage publications limited.
Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information & Management, 58(1), 103283.
Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology, 12, 803348.
Zhao, Y., Wen, L., Feng, X., Li, R., & Lin, X. (2020). How managerial responses to online reviews affect customer satisfaction: An empirical study based on additional reviews. Journal of Retailing and Consumer Services, 57, 102205.
