Assessing the impact of message quality and legitimacy on trust in branded content among social media users

Abstract

The dynamic landscape of social media marketing, establishing and maintaining user trust, is critical for the success of branded content. Social media platforms enable businesses and consumers to interact directly, affecting their purchasing choices and brand loyalty. Facebook stands out among these platforms for its effectiveness in lead generation and engagement for businesses promoting luxury fashion items. This research seeks to evaluate how much the quality and legitimacy of branded content affect user interactions, trust, and engagement within the luxury fashion industry on social media. A quantitative research approach based on surveys was utilized, in which 197 valid responses were gathered through questionnaires shared on social media platforms. To verify the research hypotheses and ascertain the connections among branded content quality, user engagement, and trust, a statistical examination employing ANOVA within SPSS was performed. The results demonstrate that user trust is significantly bolstered by higher message quality and perceived legitimacy, which in turn leads to greater interaction with branded luxury fashion content. Brands that keep their messaging authentic, transparent, and consistent are more likely to engage users and foster their loyalty. Moreover, social media marketing facilitates two-way communication, which bolsters consumer trust and brand loyalty. Even with these results, the research has several limitations, such as the limited sample size, possible biases in self-reported information, and the emphasis on Facebook as the main platform. Future studies should investigate multiple platforms, include a larger and more varied sample, and consider additional elements such as influencer collaboration and multimedia content strategies. It is crucial for fostering trust, engagement, and long-term brand loyalty among social media users that branded content features high-quality and legitimate messaging.