Modeling the relationship of consumer engagement and brand trust on social media purchase intention-a confirmatory factor experimental technique

Abstract

Today’s marketing landscape is characterized by social media proliferation. This impels companies to adapt such advertising strategies that engage with the audience in their predominantly used medium. Appertaining to the cogitation, the empirical study endeavours to identify the relationship of consumer engagement and brand trust on purchase intention through advertisement on social media. Besides, it also aspires to explore the mediation effect of performance expectancy on brand trust and purchase intention. A model designed was tested using the Structural Equation Modeling (SEM). A structured questionnaire was prepared and administered to 542 respondents, selected by judgemental sampling method of which 482 were found valid and hence considered for model development. The conclusions of the research study suggests empirical implications for an effective advertising strategy on social media.