Impact Of Social Media Campaigns On Consumers

Abstract

The proliferation of social media has given consumers additional channels through which to make online social connections. Online communities and other types of social media allow users to share content and build relationships with one another. Analysis of the internet may also reveal the potential advantages for companies. Based on the Trust Assessment Model (TAM) and the current research on trust and social media, a multidisciplinary structure has been established. The role that social media had in the development of "social commerce," or online purchasing as a social activity. Consumers are more likely to trust businesses and make purchases after engaging with them on social media, according to study results. A clear correlation between trust and purchase intent is also shown. A site's PU, or its perceived utility, is also cited as a consideration. Implications, limits, and suggestions for future studies are discussed in the paper's conclusion.