he Impact of Social Media Marketing on Purchase Intentions for Saudi Arabian Fashion Brands: The Moderating Role of Brand Trust

Abstract

This study investigates the impact of social media marketing (SMM) on consumer purchasing intentions for Saudi Arabian fashion brands, with a particular focus on the role of brand trust as a moderating factor. The research aims to explore how smartphone advertising, celebrity endorsements, and electronic word-of-mouth (eWOM) influence purchase intentions, as well as how demographic factors such as age and gender affect these relationships. The research questions addressed are: the impact of SMM on purchase intentions, the influence of demographics, and the most effective marketing strategies. The literature highlights the growing importance of SMM in driving consumer behaviour, with brand trust being a crucial factor that enhances engagement and purchase intentions. Prior studies emphasised the roles of visually engaging advertisements, authentic endorsements, and positive eWOM in influencing consumer decisions. A quantitative research methodology was used, employing a structured questionnaire distributed to 128 respondents in Saudi Arabia. Hierarchical regression analysis was conducted to test the hypotheses. Key findings revealed that smartphone advertising positively influences purchase intentions when moderated by brand trust, while celebrity endorsements showed a negative effect. The impact of eWOM was found to be significant initially but diminished when moderated by trust. Brand trust emerged as a critical factor in shaping purchase decisions, overshadowing other marketing elements such as eWOM and celebrity endorsements. The study concludes that SMM strategies should prioritize building consumer trust through transparency, authenticity, and engagement. Recommendations include optimizing smartphone advertising for engagement, reassessing celebrity endorsements for authenticity, and actively managing brand trust through responsive and transparent communication. These strategies are essential for fashion brands in Saudi Arabia to drive consumer loyalty and purchasing behaviour in an increasingly digital marketplace.