Paper Details

Name: Sachin Chavan, Prathamesh Bhambure
Country: India

Year: 2025
Volume: Special Issue: Volume-12, Issue-1, Year: 2025 (January-June)
Page Number: 254-263
DOI: https://doi.org/10.5281/zenodo.15362640

This study investigates the influence of Social Networking Sites (SNS) on consumer trust, brand loyalty, and purchase decisions. Utilizing SPSS analysis, the results indicate a strong positive correlation between SNS engagement and consumer trust, emphasizing the role of interactive brand communication in building consumer confidence. Regression analysis confirms that SNS engagement significantly predicts consumer trust, highlighting the necessity of transparency and responsiveness in digital marketing strategies. Additionally, the study establishes a direct link between SNS engagement, consumer trust, and brand loyalty. Consumers who actively engage with brands on SNS are likelier to develop trust and exhibit long-term loyalty. The regression results further reveal that SNS engagement and trust collectively influence brand loyalty, reinforcing the importance of relationship-driven marketing approaches. The study employs logistic regression to assess the impact of SNS on consumer purchase decisions. Findings suggest that higher levels of SNS engagement, trust, and brand loyalty significantly increase purchase probability. Odds ratio analysis indicates that brand loyalty has the most substantial effect on purchase decisions, followed by SNS engagement and consumer trust. These insights underscore the growing importance of SNS as a key driver of consumer behavior. Brands that prioritize engagement, credibility, and personalized interactions on SNS can enhance consumer trust, strengthen brand loyalty, and boost purchasing behavior. The findings suggest businesses should integrate SNS strategies into their marketing frameworks to build long-term consumer relationships and achieve sustainable success in the digital marketplace.
Keywords: Social Networking Sites, Consumer Trust, Brand Loyalty, Purchase Decisions, Digital Marketing, Consumer Engagement