Effect of the use of social media in trust,loyalty and purchase intention in physical stores |
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Authors: | Emerson Wagner Mainardes Marcelo Vieira Cardoso |
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Affiliation: | Department of Administration and Economics, FUCAPE Business School, Vitória, Brazil |
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Abstract: | This research evaluates the effect of the use of social media on consumer trust, loyalty and purchase intention in physical stores. We used six constructs in a structural model: a consumer’s use of social media, company-generated communication in social media, user-generated communication on social media, trust, loyalty and purchase intention. We considered 406 valid respondents in the analysis. The results suggest that the use of social media, company and user-generated communication positively affects trust of the physical store. Trust, in turn, has a direct positive effect on consumer loyalty to the store, and both trust and loyalty have positive impacts on a consumer’s purchase intention. We note the impact of the use of social media on purchase intention in physical stores, through the building of trust and loyalty with the store, as a fundamental element in the definition and implementation of a successful marketing strategy by high street retailers. |
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Keywords: | Social media purchase intention loyalty trust physical stores |
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