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This research aims to examine how specific social media marketing features affect consumer purchase decisions in the fast-food industry and the mediating role of brand trust.

July 27, 2022SHILAP Revista de lepidopterologíaOpen Access

Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator

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This research aims to examine how specific social media marketing features affect consumer purchase decisions in the fast-food industry and the mediating role of brand trust.
Data collected through an online survey from fast-food cafe visitors in UAE.
Analysis conducted using AMOS 21 for structural equation modeling.
Focus on four social media marketing features: informativeness, relevance, interactivity, and entertainment.
Informativeness, perceived relevance, and interactivity significantly impact purchase decisions.
Entertainment showed no significant effect on purchase decisions.
Brand trust mediates the relationship between interactivity, informativeness, and purchase decision.

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Implication

Randomized trial investigates social media marketing effects on purchase decisions in fast-food consumers, indicating brand trust's crucial role.

Cite This Study

Jalal Rajeh Hanaysha (2022) studied this question.

synapsesocial.com/papers/69e7c78df75583e5b996026c https://doi.org/10.1016/j.jjimei.2022.100102

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Implication

Randomized trial investigates social media marketing effects on purchase decisions in fast-food consumers, indicating brand trust's crucial role.

Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator

Key Points

Discussion

Implication

Cite This Study

Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator

Key Points

Discussion

Implication

Cite This Study

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