The Impact of Social Media Marketing Transparency on Consumer Trust and Online Purchase Intentions: A Case Study in Guntur, Andhra Pradesh

Author

Sure Sai Sri Siva Balaji Sampath Kumar, Dr. Md. Mazharunnisa

Abstract

 This study investigated the relationship between social media marketing transparency and consumer trust and online purchase intention in a sample of respondents from Guntur, Andhra Pradesh. This study utilized a questionnaire data file. One header row was duplicated in the questionnaire data. After removing this row, 103 unique respondents remained. Each respondent completed questions regarding their profile, as well as 5-point Likert-style items assessing transparency, trust and purchase intention. Descriptive statistics, reliability estimates (Cronbach's alpha), Pearson correlation coefficients and ordinary least squares (OLS) regression models were utilized to analyze the data. Average ratings were 3.41/5 for perceived transparency, 3.39/5 for consumer trust and 3.37/5 for online purchase intention. Transparency was significantly correlated with trust (r = 0.81, p < .001) and purchase intention (r = 0.84, p < .001). Additionally, trust was significantly correlated with purchase intention (r = 0.83, p < .001). While the relationships identified in this study represent significant relationships in the present sample, the survey methodology does not allow for determining causality or inferring that the relationships identified in this sample exist for all consumers in Guntur. The findings of this study support the practical utility of providing consumers with accurate product information, clear offers, and transparent promotional communications. 

Keywords

Social media marketing, marketing transparency, consumer trust, online purchase intention, digital advertising, Guntur.

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References

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