Effect of the use of social media in trust, loyalty and purchase intention in physical stores

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.

KEYWORDS:

• Social media
• purchase intention
• loyalty
• trust
• physical stores

Disclosure statement

No potential conflict of interest was reported by the authors.

Statement

The paper has not been published elsewhere and it has not been submitted simultaneously for publication elsewhere.

Additional information

Funding

This research was supported by Brazilian National Council for Scientific and Technological Development (CNPq/Brazil), project 303669/2015-2, and by Portuguese Science Foundation (FCT/Portugal) through NECE (Núcleo de Estudos em Ciências Empresariais), project UID/GES/04630/2019.

Notes on contributors

Emerson Wagner Mainardes

Emerson Wagner Mainardes, is an Associate Professor at FUCAPE Business School and Ph.D. in Management at University of Beira Interior.

Marcelo Vieira Cardoso

Marcelo Vieira Cardoso, is Masters in Management at FUCAPE Business School.