Consumers Increasing Confidence towards Social Commerce: The Role of Social Media Marketing, Trust and Social Media Engagement


  • Fakhr e Alam Afridi Ph.D. Scholar , Islamia College Peshawar, Pakistan
  • Bushra Ayaz Ph.D. Scholar , Islamia College Peshawar, Pakistan
  • Muhammad Irfan Ph.D. Scholar , Islamia College Peshawar, Pakistan


social commerce, social media marketing, consumer confidence, engagement


Recent research shows peoples are spending more time on digital online platforms like Facebook, and others. Of which business organization sees as an opportunity for expanding businesses. This study aims to investigate the driving factors behind the increasing confidence of social commerce consumers to social media engagement, social media marketing effectiveness, and social/self-identities, along with their increasing confidence level for social commerce. With the help of structure, online survey data were collected from 200 respondents and were analyzed using Smart PlS3 software. Results revealed that social media engagement levels significantly affect the trust level, which consequently results in increased confidence level for social commerce. Furthermore, it was also found that social media marketing activities and social presence positively affect the trust of social media community members. 


Agnihotri, R., Kothandaraman, P., Kashyap, R., & Singh, R. (2012). Bringing “social” into sales: The impact of salespeople’s social media use on service behaviors and value creation. Journal of Personal Selling & Sales Management, 32(3), 333-348.

. Aksoy, L., van Riel, A., Kandampully, J., Wirtz, J., den Ambtman, A., Bloemer, J., . . . Canli, Z. G. (2013). Managing brands and customer engagement in online brand communities. Journal of service Management.

. Al-Gahtani, S. S. (2011). Modeling the electronic transactions acceptance using an extended technology acceptance model. Applied computing and informatics, 9(1), 47-77.

. Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International journal of information management, 50, 28-44.

. Alalwan, A. A., Algharabat, R. S., Baabdullah, A. M., Rana, N. P., Raman, R., Dwivedi, R., & Aljafari, A. (2019). Examining the impact of social commerce dimensions on customers' value cocreation: The mediating effect of social trust. Journal of Consumer Behaviour, 18(6), 431-446.

. Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53.

. Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018). The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services, 40, 139-149.

. Algharabat, R. S., & Rana, N. P. (2020). Social commerce in emerging markets and its impact on online community engagement. Information Systems Frontiers, 1-22.

. Ali, I., Mbianda, X., Burakov, A., Galunin, E., Burakova, I., Mkrtchyan, E., . . . Grachev, V. (2019). Graphene based adsorbents for remediation of noxious pollutants from wastewater. Environment international, 127, 160-180.

. Ali, W., Mukhtar, M., & Mohamed, I. (2019). Validating the factors influencing social commerce adoption in small and medium enterprise in Malaysia. Indonesian Journal of Electrical Engineering and Computer Science, 17(1), 440-447.

. Aljifri, H. A., Pons, A., & Collins, D. (2003). Global e‐commerce: a framework for understanding and overcoming the trust barrier. Information Management & Computer Security.

. Alshibly, H., & Chiong, R. (2015). Customer empowerment: Does it influence electronic government success? A citizen-centric perspective. Electronic Commerce Research and Applications, 14(6), 393-404.

. Anderson, J. C., & Gerbing, D. W. (1982). Some methods for respecifying measurement models to obtain unidimensional construct measurement. Journal of marketing research, 19(4), 453-460.

. Andreasen, A. R. (1995). Marketing social change: Jossey-Bass.

. Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.

. Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS quarterly, 243-268.

. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science 16(1), 74-94.

. Bagozzi, R. P., & Yi, Y. (1991). Multitrait-multimethod matrices in consumer research. Journal of Consumer Research, 17(4), 426-439.

. Ballantine, P. W., & Stephenson, R. J. (2011). Help me, I'm fat! Social support in online weight loss networks. Journal of Consumer Behaviour, 10(6), 332-337.

. Borenstein, J., Everett, H., & Feng, L. (1996). Where am I? Sensors and methods for mobile robot positioning. University of Michigan, 119(120), 27.

. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), 105-114.

. Bronner, F., & Neijens, P. (2006). Audience experiences of media context and embedded advertising: A comparison of eight media. International Journal of Market Research, 48(1), 81-100.

. Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2016). How to capture consumer experiences: A context-specific approach to measuring engagement: Predicting consumer behavior across qualitatively different experiences. Journal of advertising research, 56(1), 39-52.

. Calder, B. J., Malthouse, E. C., & Maslowska, E. (2016). Brand marketing, big data and social innovation as future research directions for engagement. Journal of marketing management, 32(5-6), 579-585.

. Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive marketing, 23(4), 321-331.

. CALDER, M., & Malthouse, E. SCHAEDEL (2009),“An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness”. Journal of Interactive marketing, 23(4), 321-331.

. Caruana, A. (2002). Service loyalty. European journal of marketing.

. Cawsey, T., & Rowley, J. (2016). Social media brand building strategies in B2B companies. Marketing Intelligence & Planning.

. Cha, J. (2009). Shopping on social networking Web sites: Attitudes toward real versus virtual items. Journal of interactive advertising, 10(1), 77-93.

. Chang, M. K., Cheung, W., & Lai, V. S. (2005). Literature derived reference models for the adoption of online shopping. Information & Management, 42(4), 543-559.

. Chen, C.-F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management & Business Excellence, 22(9), 957-974.

. Chen, J., Cade, J. E., & Allman-Farinelli, M. (2015). The most popular smartphone apps for weight loss: a quality assessment. JMIR mHealth and uHealth, 3(4), e104.

. Chen, Y., Fay, S., & Wang, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive marketing, 25(2), 85-94.

. Cheung, C. M., & Lee, M. K. (2006). Understanding consumer trust in Internet shopping: A multidisciplinary approach. Journal of the American society for Information Science and Technology, 57(4), 479-492.

. Chi, P.-Y., & Lieberman, H. (2011). Raconteur: Integrating authored and real-time social media. Paper presented at the Proceedings of the SIGCHI Conference on Human Factors in Computing Systems.

. Cohen, J. (1988). Set correlation and contingency tables. Applied psychological measurement 12(4), 425-434.

. Cummings, L. L., & Bromiley, P. (1996). The organizational trust inventory (OTI). Trust in organizations: Frontiers of theory and research, 302(330), 39-52.

. Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social network analysis and mining, 3(4), 843-861.

. Dahlén, M. (2005). The medium as a contextual cue: Effects of creative media choice. Journal of Advertising, 34(3), 89-98.

. Dalla Pozza, I. (2014). Customer experiences as drivers of customer satisfaction. Gestion 2000, 31(3), 115-138.

. Davis Mersey, R., Malthouse, E. C., & Calder, B. J. (2010). Engagement with online media. Journal of Media Business Studies, 7(2), 39-56.

. De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.

. Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of marketing management, 33(5-6), 375-399.

. Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of marketing management, 32(5-6), 399-426.

. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35-51.

. Drucker, P. F. (2002). The discipline of innovation. Harvard business review, 80, 95-104.

. Durkin, P. (2014). Borrowed words: A history of loanwords in English: Oxford University Press.

. Fam, K. S., Foscht, T., & Collins, R. D. (2004). Trust and the online relationship—an exploratory study from New Zealand. Tourism Management, 25(2), 195-207.

. Fombrun, C. J., & Rindova, V. (1996). Who’s tops and who decides? The social construction of corporate reputations. New York University, Stern School of Business, Working Paper, 5-13.

. Freimuth, V., Linnan, H. W., & Potter, P. (2000). Communicating the threat of emerging infections to the public. Emerging infectious diseases, 6(4), 337.

. Gandomi, A., & Haider, M. (2015). Beyond the hype: Big data concepts, methods, and analytics. International journal of information management, 35(2), 137-144.

. Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 33(3), 38-53.

. Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101-107.

. Geissinger, A., & Laurell, C. (2016). User engagement in social media–an explorative study of Swedish fashion brands. Journal of Fashion Marketing and Management.

. Ginsburg, H. (1997). Entering the child's mind: The clinical interview in psychological research and practice: Cambridge University Press.

. Gironda, J. T., & Korgaonkar, P. K. (2014). Understanding consumers’ social networking site usage. Journal of marketing management, 30(5-6), 571-605.

. Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of management information systems, 18(1), 185-214.

. Gosschalk, B., & Hyde, A. (2005). The Business World will never be the Same: The Contribution of Research to Corporate Governance Post-Enron: The Contribution of Research to Corporate Governance Post-Enron. International Journal of Market Research, 47(1), 29-44.

. Grine, F., & Saeed, M. (2017). Is Hijab a fashion statement? A study of Malaysian Muslim women. Journal of Islamic Marketing.

. Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of business research, 59(4), 449-456.

. Gruzd, A., Wellman, B., & Takhteyev, Y. (2011). Imagining Twitter as an imagined community. American Behavioral Scientist, 55(10), 1294-1318.

. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). In: Upper Saddle River, NJ: Pearson Prentice Hall.

. Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM): Sage publications.

. Han, B., & Windsor, J. (2011). User's willingness to pay on social network sites. Journal of Computer Information Systems, 51(4), 31-40.

. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.

. Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), 555-573.

. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive marketing, 28(2), 149-165.

. Hollebeek, L. D., Juric, B., & Tang, W. (2017). Virtual brand community engagement practices: a refined typology and model. Journal of Services Marketing.

. Huppert, F. A., & So, T. T. (2013). Flourishing across Europe: Application of a new conceptual framework for defining well-being. Social indicators research, 110(3), 837-861.

. Insights, C. (2018). Cosmetics Europe. In.

. Insights, D. (2019). Leading the social enterprise: Reinvent with a human focus. 2019 Deloitte Global Human Capital Trends.

. Jardine, C. G. (2003). Development of a Public Participation and Communication Protocol for Establishing Fish Consumption Advisories: Editor's Note: This article was intended for publication in the April 2003 Risk Communication Special Issue, but was not included due to an editorial error. Risk Analysis: An International Journal, 23(3), 461-471.

. Jarvenpaa, S. L., & Leidner, D. E. (1999). Communication and trust in global virtual teams. Organization science, 10(6), 791-815.

. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.

. Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information systems research, 20(2), 237-257.

. Kim, S., & Stoel, L. (2004). Apparel retailers: website quality dimensions and satisfaction. Journal of Retailing and Consumer Services, 11(2), 109-117.

. Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & Management, 41(3), 377-397.

. Kwon, E. D., Drake, C. G., Scher, H. I., Fizazi, K., Bossi, A., Van den Eertwegh, A. J., . . . Mahammedi, H. (2014). Ipilimumab versus placebo after radiotherapy in patients with metastatic castration-resistant prostate cancer that had progressed after docetaxel chemotherapy (CA184-043): a multicentre, randomised, double-blind, phase 3 trial. The lancet oncology, 15(7), 700-712.

. Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive marketing, 28(2), 134-148.

. Lakey, B., & Cohen, S. (2000). Social support and theory. Social support measurement and intervention: A guide for health and social scientists, 29.

. Landon, S., & Smith, C. E. (1997). The use of quality and reputation indicators by consumers: the case of Bordeaux wine. Journal of Consumer Policy, 20(3), 289-323.

. Laroche, M., Habibi, M. R., Richard, M.-O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755-1767.

. Larsson, A., & Viitaoja, Y. (2017). Building customer loyalty in digital banking. International Journal of Bank Marketing.

. Leitner, P., & Grechenig, T. (2008). Collaborative shopping networks: Sharing the wisdom of crowds in E-commerce environments. BLED 2008 Proceedings, 21.

. Li, C.-Y. (2019). How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website. Technological Forecasting and Social Change, 144, 282-294.

. Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69-90.

. Lindstrom, P. (2014). Fixed-rate compressed floating-point arrays. IEEE transactions on visualization and computer graphics, 20(12), 2674-2683.

. Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of advertising research, 52(1), 40-52.

. Liu-Thompkins, Y. (2012). Seeding viral content: The role of message and network factors. Journal of advertising research, 52(4), 465-478.

. Liu, X., Burns, A. C., & Hou, Y. (2017). An investigation of brand-related user-generated content on Twitter. Journal of Advertising, 46(2), 236-247.

. Malthouse, E. C., Calder, B. J., & Tamhane, A. (2007). The effects of media context experiences on advertising effectiveness. Journal of Advertising, 36(3), 7-18.

. Martincevic, I., & Kozina, G. (2018). The impact of new technology adaptation in business. Economic and Social Development: Book of Proceedings, 842-848.

. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.

. McCarthy, J. D., & Zald, M. N. (2017). Resource mobilization and social movements: A partial theory. In Social movements in an organizational society: Collected essays (pp. 15-46): Taylor and Francis.

. McCole, P., Ramsey, E., & Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of business research, 63(9-10), 1018-1024.

. McDermott, K. B., Petersen, S. E., Watson, J. M., & Ojemann, J. G. (2003). A procedure for identifying regions preferentially activated by attention to semantic and phonological relations using functional magnetic resonance imaging. Neuropsychologia, 41(3), 293-303.

. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359.

. Moorman, M., Neijens, P. C., & Smit, E. G. (2002). The effects of magazine-induced psychological responses and thematic congruence on memory and attitude toward the ad in a real-life setting. Journal of Advertising, 31(4), 27-40.

. Mulero, O., & Adeyeye, M. (2013). An empirical study of user acceptance of online social networks marketing. South African Computer Journal, 50(1), 6-14.

. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, 30(1), 13-46.

. Nanda, A. K. (2013). Social marketing: A literature review. International Journal of Science and Research, 4(9), 697-702.

. Nelson-Field, K., Riebe, E., & Sharp, B. (2012). What's not to “like?”: Can a Facebook fan base give a brand the advertising reach it needs? Journal of advertising research, 52(2), 262-269.

. Norris, C. E., & Colman, A. M. (1992). Context effects on recall and recognition of magazine advertisements. Journal of Advertising, 21(3), 37-46.

. Okazaki, S., Rubio, N., & Campo, S. (2014). Gossip in social networking sites: Why people chitchat about ad campaigns. International Journal of Market Research, 56(3), 317-340.

. Organization, W. H. (2002). The world health report 2002: reducing risks, promoting healthy life: World Health Organization.

. Ortega-Quijano, N., & Arce-Diego, J. L. (2011). Mueller matrix differential decomposition. Optics letters, 36(10), 1942-1944.

. Pan, L.-Y., & Chiou, J.-S. (2011). How much can you trust online information? Cues for perceived trustworthiness of consumer-generated online information. Journal of Interactive marketing, 25(2), 67-74.

. Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134.

. Pavlou, P. A., Liang, H., & Xue, Y. (2007). Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective. MIS quarterly, 105-136.

. Pengnate, S. F., & Sarathy, R. (2017). An experimental investigation of the influence of website emotional design features on trust in unfamiliar online vendors. Computers in Human Behavior, 67, 49-60.

. Phillips, B. J., Miller, J., & McQuarrie, E. F. (2014). Dreaming out loud on Pinterest: New forms of indirect persuasion. International Journal of advertising, 33(4), 633-655.

. Pletikosa Cvijikj, I., & Michahelles, F. (2011). Understanding Social Media Marketing: A Case Study on Topics, Categories and Sentiment on a Facebook Brand Page. Paper presented at the 15th MindTrek Conference and the International Academic Conference (MindTrek 2011).

. Poumanyvong, P., & Kaneko, S. (2010). Does urbanization lead to less energy use and lower CO2 emissions? A cross-country analysis. Ecological Economics

. 70(2), 434-444.

. Preuveneers, D., Tsingenopoulos, I., & Joosen, W. (2020). Resource usage and performance trade-offs for machine learning models in smart environments. Sensors, 20(4), 1176.

. Purnawirawan, N., De Pelsmacker, P., & Dens, N. (2012). Balance and sequence in online reviews: How perceived usefulness affects attitudes and intentions. Journal of Interactive marketing, 26(4), 244-255.

. Ridings, C. M., & Gefen, D. (2004). Virtual community attraction: Why people hang out online. Journal of Computer-mediated communication, 10(1), JCMC10110.

. Ringle, C. M., Sarstedt, M., & Straub, D. W. (2012). Editor's Comments: A Critical Look at the Use of PLS-SEM in" MIS Quarterly". MIS quarterly, iii-xiv.

. Roy, A. (2017). A review on the alkaloids an important therapeutic compound from plants. IJPB, 3(2), 1-9.

. Rozzell, B., Piercy, C. W., Carr, C. T., King, S., Lane, B. L., Tornes, M., . . . Wright, K. B. (2014). Notification pending: Online social support from close and nonclose relational ties via Facebook. Computers in Human Behavior, 38, 272-280.

. Rubin, A. M. (1993). Audience activity and media use. Communications Monographs, 60(1), 98-105.

. Sarker, P., Hughe, L., Dwivedi, Y. K., & Rana, N. P. (2020). Social Commerce Adoption Predictors: A Review and Weight Analysis. Paper presented at the Conference on e-Business, e-Services and e-Society.

. Scheinbaum, A. C. (2016). Digital engagement: opportunities and risks for sponsors: consumer-Viewpoint and practical considerations for marketing via mobile and digital platforms. Journal of advertising research, 56(4), 341-345.

. Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of retailing, 80(2), 159-169.

. Sheikh, Z., Yezheng, L., Islam, T., Hameed, Z., & Khan, I. U. (2019). Impact of social commerce constructs and social support on social commerce intentions. Information Technology & People.

. Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive marketing, 26(2), 102-113.

. Sook Kwon, E., Kim, E., Sung, Y., & Yun Yoo, C. (2014). Brand followers: Consumer motivation and attitude towards brand communications on Twitter. International Journal of advertising, 33(4), 657-680.

. Spector, P. E. (2006). Method variance in organizational research: truth or urban legend? Organizational research methods, 9(2), 221-232.

. Stephen, A. T., & Toubia, O. (2009). Explaining the power-law degree distribution in a social commerce network. Social Networks, 31(4), 262-270.

. Stewart, K. J., & Zhang, Y. (2003). Effects of hypertext links on trust transfer. Paper presented at the Proceedings of the 5th international conference on Electronic commerce.

. Swamynathan, G., Wilson, C., Boe, B., Almeroth, K., & Zhao, B. Y. (2008). Do social networks improve e-commerce? A study on social marketplaces. Paper presented at the Proceedings of the first workshop on Online social networks.

. Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning.

. Turilli, M., Vaccaro, A., & Taddeo, M. (2010). The case of online trust. Knowledge, Technology & Policy, 23(3-4), 333-345.

. Uslaner, E. M. (2002). The moral foundations of trust: Cambridge University Press.

. Utz, S., Muscanell, N., & Khalid, C. (2015). Snapchat elicits more jealousy than Facebook: A comparison of Snapchat and Facebook use. Cyberpsychology, Behavior, and Social Networking, 18(3), 141-146.

. Valenzuela, S., Park, N., & Kee, K. F. (2009). Is there social capital in a social network site?: Facebook use and college students' life satisfaction, trust, and participation. Journal of Computer-mediated communication, 14(4), 875-901.

. Van Der Merwe, A. W., & Puth, G. (2014). Towards a conceptual model of the relationship between corporate trust and corporate reputation. Corporate reputation review, 17(2), 138-156.

. Van Noort, G., Antheunis, M. L., & Verlegh, P. W. (2014). Enhancing the effects of social network site marketing campaigns: If you want consumers to like you, ask them about themselves. International Journal of advertising, 33(2), 235-252.

. Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the academy of marketing science, 36(1), 1-10.

. Voorveld, H. A., & Valkenburg, S. M. (2015). The fit factor: The role of fit between ads in understanding cross-media synergy. Journal of Advertising, 44(3), 185-195.

. Walther, J. B., DeAndrea, D., Kim, J., & Anthony, J. C. (2010). The influence of online comments on perceptions of antimarijuana public service announcements on YouTube. Human communication research, 36(4), 469-492.

. Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive marketing, 26(4), 198-208.

. Weisberg, J., Te'eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e‐commerce. Internet research.

. Wood, W., Lundgren, S., Ouellette, J. A., Busceme, S., & Blackstone, T. (1994). Minority influence: a meta-analytic review of social influence processes. Psychological bulletin, 115(3), 323.

. Wu, J.-J., Chen, Y.-H., & Chung, Y.-S. (2010). Trust factors influencing virtual community members: A study of transaction communities. Journal of business research, 63(9-10), 1025-1032.

. Yahia, I. B., Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41, 11-19.

. Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of business research, 66(2), 216-223.

. Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017-1030.

. Zhu, W.-Y., Peng, W.-C., Chen, L.-J., Zheng, K., & Zhou, X. (2015). Modeling user mobility for location promotion in location-based social networks. Paper presented at the Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining.

. Zucker, L. G. (1986). Production of trust: Institutional sources of economic structure, 1840-1920. Research in organizational behavior, 8, 53-111.




How to Cite

Afridi, F. e A. ., Ayaz, B. ., & Irfan, M. . (2021). Consumers Increasing Confidence towards Social Commerce: The Role of Social Media Marketing, Trust and Social Media Engagement. International Journal of Sciences: Basic and Applied Research (IJSBAR), 56(1), 335–354. Retrieved from