BRAND TRUST AND BRAND LOYALTY ON SOCIAL MEDIA MARKETING ACTIVITIES AND CUSTOMER PURCHASE INTENTION
DOI:
https://doi.org/10.55197/qjssh.v6i5.658Keywords:
digital marketing engagement, perceived brand credibility, affective brand commitment, behavioral intention to purchaseAbstract
Technological advancement continues to revolutionize marketing practices, transcending traditional limitations and redefining how value is created and communicated. The emergence of social media has fundamentally transformed the marketing landscape, fostering an interactive ecosystem where businesses and consumers engage dynamically through digital intelligence platforms. Within this context, social media functions not merely as a communication tool but as a strategic medium that enhances brand visibility, consumer engagement, and data-driven decision-making. This study investigates consumer purchase intention and readiness shaped by social media content sharing among users in the Klang Valley, Malaysia. Grounded in two well-established theoretical frameworks, the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Theory of Planned Behaviour (TPB): the research examines the mechanisms through which social media marketing activities influence consumer decision-making processes. A total of 208 respondents, comprising active social media users within the medical aesthetic treatment and services sector, participated in the survey. The empirical findings reveal that social media marketing activities significantly enhance consumers’ intention to purchase, mediated by brand trust and brand loyalty. Both constructs serve as critical psychological drivers that reinforce consumers’ confidence and attachment toward brands, thereby amplifying their purchasing propensity. The results underscore that brand trust and loyalty are not mere by-products of exposure but essential relational assets cultivated through consistent and authentic digital engagement. Overall, this study contributes to the growing body of knowledge on digital consumer behavior by elucidating how social media marketing strategies cultivate purchase intention through the interplay of trust, loyalty, and perceived social influence. The findings offer theoretical and practical implications for marketers seeking to leverage social media as an intelligent, data-centric channel for sustainable consumer relationship management in the digital economy.
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