Author(s): Sarulatha N, Vanitha V and Usha S
Social commerce has revolutionized conventional e-commerce by integrating shopping experiences in social networking platforms. This study investigates the impact of trust for purchasing social networking sites and sharing of sales campaigns. It also analyses how social networking behavior influences purchase decisions following exposure to promotional content. Employing a descriptive research approach, data was collected from 380 active social media users with structured questionnaire. Linear regression was used to understand trust for purchasing in social networking sites with sharing of sales campaigns. Binary logistics was used to assess the influence of social networking sites on purchase decision. The results suggested that purchase intent is pivotal in campaign conversion. The research suggests that trust functions as a catalyst for sharing behavior and principal driver for consumer responses to social media promotions. Marketers are urged to prioritize trust building strategies and behavior based targeting to enhance engagement and conversion in social commerce environments.