A Trust-Mediated Psychological Impact Oriented Study of Food and Beverage Industries' Adoption of Social Media Marketing Practices

Abstract

The utilization of social media is extremely important in everyone's lives and marketers are taking advantage of it to market their products online and engaging with customers. This research paper tries to identify the impact of marketing practices adopted by social media that stimulates intention to buy of the prospects with the mediating role of trust. The sample size is taken 385 after the due elimination of not deemed fit responses. Researcher leveraged SEM with a assistance of the AMOS and SPSS for analyzing the data. The results highlighted trust as a mediator and plays a ubiquitous role between marketing practices based on social media and the purchase intent. As trust increases between the customers on the social media, intention to purchase increases.