Modeling the Relationship of Consumer Engagement and Brand Trust on Social Media Purchase Intention – A Confirmatory Factor Experimental Technique
Vipin Jain1, Mredu Goyal2, Manvinder Singh Pahwa3
1Dr. Vipin Jain, Professor, Teerthanker Mahaveer University, Moradabad (Uttar Pradesh), India.
2Mredu Goyal, Assistant Professor, Bhartiya Skill Development University, Jaipur (Rajasthan), India.
3Dr. Manvinder Singh Pahwa, Senior Associate Professor, Manipal University Jaipur (Rajasthan), India.
Manuscript received on 28 September 2019 | Revised Manuscript received on 10 November 2019 | Manuscript Published on 22 November 2019 | PP: 841-849 | Volume-8 Issue-6S3 September 2019 | Retrieval Number: F11630986S319/19©BEIESP | DOI: 10.35940/ijeat.F1163.0986S319
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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.
Keywords: Advertising Strategy, Structural Equation Modelling, Performance Expectancy, Trust, Purchase Intention.
Scope of the Article: Social Networks