How Brand Trust and Brand Loyalty Play the Roles on Social Media Marketing Activities and Customer Purchase Intention: A Study on Medical Aesthetic Industry in Klang Valley, Malaysia.

Abstract

Technology and its continuous advancement facilitate marketing activities to get rid of their critical and limitations. The revolution of social media has changed the ways of marketing being conducted in the modern business world that enable businesses and consumers to interact in innovative approaches where social media acts as communication intelligence to assist various businesses to reach their consumers. This study focused on the intention to purchase and consumer readiness through the sharing of social media contents among social media users in Klang Valley, Malaysia. To investigate these issues two renowned theories were underpinned – UTAUT theory and theory of Planned Behavior (TPB). A total of 208 respondents from targeted groups who are using social media among medical aesthetic treatments and services in Klang Valley have responded to this questionnaire. Social media marketing activities considering brand loyalty and brand trust were significant on intention to purchase. The final study showed that both brand loyalty and brand trust has positively mediated consumers’ intention to purchase through social media marketing activities. This research is significant in understanding the usage of social media marketing activities that draws intention to purchase among social media users.