Social Network Marketing and the Consumer Purchase Intention: Mediation Role of Brand Trust and Brand Image

Abstract

The current research study aims to examine the nexus between social network marketing and consumers' buying decisions with the mediating effects of brand trust and brand image to gain a better understanding of consumer behavior using social media platforms. The research study collects the data from the respondents of the social network marketing using google form and shared physically. Data was collected from 289 respondents and analyzed with SMART PLS. The findings of the research study explained that social network marketing has a significant relationship with consumer purchase intention, brand trust, and brand image. The findings also indicate that brand trust mediates the association of the factor of social network marketing and consumer purchase intention because of the significance value=0.000, which is less than 0.05; thus, the hypothesis is that brand trust mediates the relationship between social media marketing and the consumer purchase intention is accepted. Furthermore, based on the results, the brand image has the mediation effects between the social media network and the consumer purchase intention. The research study expanded the existing literature on social network marketing the examined the mediating effects of brand image and brand trust with consumer purchase intention in the context of Pakistan.