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June 15, 2026International Journal of Academic Research in Business and Social SciencesOpen Access

Social Commerce in the Restaurant Industry: Exploring the Influence of Trust, Sociability, Customer Engagement, and FOMO on Purchase Intention

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Authors

BCBilal Ahmed ChohanZSZuraidah Sulaiman

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Overview

Explores how trust, sociability, and FOMO affect purchase intentions in the restaurant industry, suggesting new digital marketing strategies.

Key Points

  • The research aims to understand how social commerce influences purchase intention in the restaurant industry, focusing on trust and engagement.
  • Developed a conceptual framework based on Trust Transfer Theory and Social Exchange Theory.
  • Investigated factors such as source credibility, brand trust, and sociability influencing customer engagement.
  • Considered FOMO as a moderating variable in the context of consumer behavior.
  • Key factors including trust and sociability significantly impact customer engagement and purchase intention.
  • Customer engagement mediates the relationship between trust and purchase intention.
  • FOMO modifies the way consumers engage and impact purchase decisions in social commerce environments.

Cite This Study

Chohan et al. (2026) studied this question.

synapsesocial.com/papers/6a2f98a0a1cfeec490829adahttps://doi.org/10.6007/ijarbss/v16-i6/28450
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