The Impact of Social Media Marketing on Consumer Purchase Intention: The Mediating Role of Brand Trust

Abstract

Technological development and growth of the skincare market in Pakistan have been enabled by the social media networking sites in the country. The research question is to determine whether social media marketing has the effect of increasing consumer intention to purchase Somethinc and the level of trust in the brand. Compelling content and phenomenal aesthetic are what Somethinc is known to be better at in comparison to its competitors. To this effect, the descriptive research design was used to collect data on 170 respondents who are current or potential customers of Somethinc. SmartPLS was used to subject the data to structural equation modelling (SEM). Results show that social media marketing has a positive effect on brand trust and purchase intention to consumers. Although digital marketing cannot force a buyer to make a purchase, it is very useful in creating a relationship between the consumers and the brand hence building trust and reliability. Skincare brands should thus develop campaigns that provide a sense of need of good digital marketing presence that can create trust, engagement, and buying behaviour among the consumers.

Keywords: Social media marketing, brand trust, purchase intention, skincare industry.