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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No potential conflict of interest was reported by the authors.
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The paper has not been published elsewhere and it has not been submitted simultaneously for publication elsewhere.
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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.