2025, Vol. 6, Issue 1, Part D
The impact of social media on brand trust and purchasing intentions: An empirical study
Author(s): Mruthunjaya A
Abstract: Social media has become an integral part of our daily lives in India, with users spending an average of 2.4 hours per day on social media platforms, according to a report by Hootsuite. In fact, India has the second-largest number of social media users in the world, with over 400 million users, as per a report by Statista. This has led to a significant increase in social media advertising, with businesses in India investing over ₹14,000 crores in social media ads in 2022, as reported by IAMAI. However, for these marketing strategies to be effective, it is crucial to have a proper plan and understanding of the Indian market. The primary objective of using social media to encourage and connect with customers is to influence their decision-making process. According to a survey by Nielsen, 70% of Indian consumers consider social media to be an important factor in their purchasing decisions. Moreover, a report by KPMG states that 55% of Indian consumers are more likely to purchase from a brand that has a strong social media presence.
This research aims
to identify and analyze the key factors that can predict the customer's
purchasing intention for products marketed through social media ads in India.
Additionally, this analysis seeks to understand the relevant conceptual model
that can provide a comprehensive view of the key aspects of social media advertising
and the factors associated with social media ads that may predict the
purchasing intention of Indian customers. The present study is empirical in
nature drawing a sample of 205 respondents from various backgrounds in the city
of Bengaluru.
Pages: 321-329 | Views: 275 | Downloads: 234
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How to cite this article:
Mruthunjaya A. The impact of social media on brand trust and purchasing intentions: An empirical study. Asian J Manage Commerce 2025;6(1):321-329.
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