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The study aims to explore how different cues in social media marketing affect digital trust and subsequent purchase decisions.

Social media marketing cues, digital trust, and purchase decisions

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Mixed-methods study reveals how marketing cues influence digital trust and drive purchase decisions in emerging markets.

The study aims to explore how different cues in social media marketing affect digital trust and subsequent purchase decisions.
Sequential explanatory mixed-methods design employing survey data from 220 social media consumers in Bandung, Indonesia.
Analysis using PLS-SEM followed by qualitative interpretation through interviews and focus group discussions.
Development of the Trust-Accelerated Digital Purchase Model (TADPM) to frame findings.
Algorithmic exposure (β=0.45) has the largest positive impact on digital trust (p<0.01).
Influencer credibility and content quality also positively influence digital trust, fostering purchase decisions.
Digital trust mediates all three cue-to-purchase relationships, enhancing the effectiveness of marketing strategies.

Erislan et al. (2026) studied this question.

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