The DOI matches its Crossref record; 7 of the 7 references it cites were found in a registry or an index.
Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator
Open accessAbstract
The main aim of this paper was to investigate the effect of four features of social media marketing on the purchase decision of consumers in the fast-food industry. It also aimed to determine if brand trust mediates the relationship between them. Necessary data was gathered from the visitors of different fast-food cafes in UAE via a quantitative online survey. After obtaining the desired responses, the data was analyzed by the AMOS 21- structural equation modeling. The results confirmed the significance of brand trust in predicting purchase decision. Above all, the findings showed that informativeness, perceived relevance, and interactivity have positive effect on purchase decision. But, it was found that the effect of entertainment on purchase decision is insignificant. The results also confirmed that brand trust mediates the association between only two social media marketing features (interactivity and informativeness) and consumer purchase decision. Theoretically, this paper advances the current literature by exploring the mediating effect of brand trust among the four features of social media marketing and purchase decision with new empirical insights from UAE, taking into account that the earlier researches of this nature in Arab region are scarce.
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Cites
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Fornell, C., & Larcker, D. F. (1981) · Journal of Marketing Research · doi:10.2307/3151312 · Cited by 109,314
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003) · Journal of Applied Psychology · doi:10.1037/0021-9010.88.5.879 · Cited by 82,194
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The commitment-trust theory of relationship marketing
Morgan, R. M., & Hunt, S. D. (1994) · Journal of Marketing · doi:10.1177/002224299405800302 · Cited by 22,355
Rulers of the world, unite! The challenges and opportunities of artificial intelligence
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Interactivity: a concept explication
Kiousis, S. (2002) · New Media & Society · doi:10.1177/146144480200400303 · Cited by 666
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Cited by
Social Media, Relationship Marketing and Corporate ESG Performance
Ye, X., Hou, R., Wang, S., & Omar, N. A. B. (2024) · Finance Research Letters · doi:10.1016/j.frl.2024.105288 · Cited by 24
Jiang, A., Li, S., Wang, H., Ni, H., Chen, H., Dai, J., Xu, X., Li, M., & Dong, G.-H. (2025) · Journal of Medical Internet Research · doi:10.2196/66341 · Cited by 13
“Hanaysha [3] noted that during the COVID-19 pandemic, short-video apps became key sources of news and entertainment.”
Khurana, T., Pannu, S., Dalal, G., Vyas, P., & Rani, P. (2025) · NMIMS Management Review · doi:10.1177/09711023251352318 · Cited by 12
Metadata
- Authors
- Hanaysha, J. R.
- Venue
- International Journal of Information Management Data Insights
- Publisher
- Elsevier BV
- Published
- 2022-11
- Volume
- 2
- Issue
- 2
- Pages
- 100102
- ISSN
- 2667-0968 (ISSN-L)
- OpenAlex
- W4288074019
- Cited by
- 331
- References
- 7
- FWCI
- 101.09
- Type
- journal article
- Language
- en
- Open access
- gold
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- Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights. https://doi.org/10.1016/j.jjimei.2022.100102
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