The Impact of Social Media Marketing, Influencer Credibility, and Personalized Advertising on Consumer Purchase Intention: The Mediating Role of Brand Trust

Abstract

This study examined the effects of social media marketing, influencer credibility, and personalized advertising on consumer purchase intention, focusing on the mediating role of brand trust. Design/Methodology: A quantitative research design was employed, and data were collected through an online survey of consumers in the United Kingdom who regularly interacted with digital marketing content. Statistical analysis, including mediation analysis, was used to examine the relationships. Findings: The findings showed that social media marketing, influencer credibility, and personalized advertising had significant positive relationships with consumer purchase intention and brand trust. Brand trust was also positively associated with purchase intention and partially mediated the relationships between the three marketing predictors and purchase intention. Research Limitations: Online survey responses from one country may limit generalizability; the cross-sectional design also restricts causal inference. Practical Implications: Marketing managers should strengthen interactive social media activities, collaborate with credible influencers, and use relevant, transparent personalization to build brand trust and purchase intention. Originality/Value: The research integrates three digital marketing practices into one framework and identifies brand trust as a shared mediating factor.