Role of Social Media Marketing on Consumer Trust and Purchase Intentions in Indian E-Commerce: An Empirical Study

Marketing, purchasing, generation, competition

This study explores the role social media marketing plays in building consumer trust and buying behaviour in the Indian e-commerce market. With the increase in virtual boards and rise in the role of internet, social media has surfaced as a strong marketing strategy to create an impact on the consumer conduct. The research points out how two-way communication, user-generated content, virtual feedback and influencer marketing notably impacts customers behaviour and decision-making procedures. It also discovers the way social media enables brand consciousness, engagement and customer experience management, finally leading to busying behaviour. In addition, the study focuses on the significance of comprehending the growing customer choices, specifically among the younger generation and implementing online policies to be a part of the competition. The results imply that productive social media marketing policies are able to develop brand loyalty, build trust, and impact customer purchasing behaviour within the changing e-commerce ecosystem. The factors studying the Role of Social Media Marketing on Consumer Trust and Purchase Intentions in Indian E-Commerce are Social Media Engagement, Electronic Word of Mouth (eWOM), Purchase Intention and Brand Awareness. The study concludes that there is significant impact of Social Media Marketing on Consumer Trust and Purchase Intentions.