The impact of social media marketing and online reviews with the mediating impact of customer trust on purchase intention

Abstract

This paper aims to determine the extent to which such digital stimuli shape purchase intention, with customer trust as the main mediating variable. The proposed conceptual relationships are tested based on primary quantitative cross-sectional survey data from respondents aged 18-30 years old, online shoppers using the PLS-SEM methodology. Both the measurement model results for reliability and validity, as well as structural findings, indicate that both social media marketing and online reviews have significantly positive effects on building customer trust, whereby only one path was found significant between an independent variable (online review) directly affecting dependent Purchase Intention, while another path through Trust fully mediates the effect of SMMPI. The model accounts for a large proportion of variance in trust and purchase intention, with trust being highlighted as the main mechanism that allows digital engagement to be translated into consumer action. The findings enhance TPB, TAM, and eWOM theories by establishing trust as the key mediating construct of digital consumer decision-making. On a practical note, this study underlines that brands should focus on real communication, credible review management, and strategies anchored on building trust to sustain purchase intention in a highly competitive e-commerce environment.