THE EFFECT OF SOCIAL MEDIA MARKETING ON TRUST

AND BUYING INTENTION IN THE RETAIL SECTOR OF UK

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 ABSTRACT

In the UK, this study looks at the retail industry and how social media marketing has changed
people's trust in companies and their desire to buy. This information was gathered from
people who bought things on social media sites like Facebook and YouTube. A Google form
poll was sent out, and 70 people filled it out. The answers they gave were used in this study.
A lot of important tests in SPSS were used to look at the data, such as descriptive frequency
reliability and regression. According to the numbers, all of the forecasts have come true. The
first hypothesis, that advertising on social networking sites substantially increases trust, is
supported by a statistically significant result of 0.000. The hypothesis second says that trust
has a big effect on the intention to buy (p 0.000). As the third hypothesis shows, trust makes
perceived value go up by a lot (0.000). The fourth theory, that observed usefulness has a big
effect on buy intention, is supported by a statistical score of 0.022. At this point, the
researcher really looks into the study's data. In the last part, the researcher gives advice,
boundaries, and results.

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 Table of Contents
ABSTRACT............................................................................................................................................2

1. INTRODUCTION.............................................................................................................................5

1. Background of the Study...............................................................................................................5

1.2 Problem Statement.......................................................................................................................7
1.3 Research Purpose.........................................................................................................................8
1.4 Research Objective......................................................................................................................8
1.5 Research Question.......................................................................................................................8
2. LITERATURE REVIEW.................................................................................................................9

2.1 Trust............................................................................................................................................9
2.2 Social Media Marketing.............................................................................................................10
2.3 Buying Intention........................................................................................................................11
2.4 Perceived Usefulness.................................................................................................................11
3. METHODOLOGY..........................................................................................................................13

3.1 Theoretical Framework..............................................................................................................13

3.2 Hypothesis Development...........................................................................................................13
3.3 Research Approach:-.................................................................................................................13
3.4 Research Design........................................................................................................................14
3.5 Data Collection..........................................................................................................................14
3.6 Sample Size...............................................................................................................................14
3.7 Data Analysis.............................................................................................................................14
4. FINDINGS & DISCUSSION..........................................................................................................15

4.1 Descriptive Frequency...............................................................................................................15

Table 4.1 Gender.........................................................................................................................15
Table 4.2 Age Group...................................................................................................................16
Table 4.3 Education.....................................................................................................................17
4.2 Reliability..................................................................................................................................18
Table 4.4 Reliability....................................................................................................................18
4.3 Regression Analysis...................................................................................................................18
Table 4.5 Model Summary (H1st)................................................................................................18
Table 4.6 ANOVAa (H1st)...........................................................................................................19

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 Table 4.7 Coefficient (H1st).........................................................................................................19
Table 4.8 Model Summary (H2nd)................................................................................................20
Table 4.9 ANOVAa (H2nd)..........................................................................................................20
Table 4.10 Coefficient (H2nd).......................................................................................................21
Table 4.11 Model Summary (Hypothesis 3)................................................................................21
Table 4.12 ANOVAa (Hypothesis 3)...........................................................................................22
Table 4.13 Coefficient (Hypothesis3)..........................................................................................22
Table 4.14 Model Summary (Hypothesis 4)................................................................................23
Table 4.15 ANOVAa (Hypothesis 4)...........................................................................................23
Table 4.16 Coefficient (Hypothesis4)..........................................................................................24
4.4 Discussion..................................................................................................................................24
5. CONCLUSION AND RECOMMENDATION.............................................................................26

5.1 Conclusion.................................................................................................................................26
5.2 Limitation and Future Recommendation....................................................................................27
REFERENCES.....................................................................................................................................28

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 1. INTRODUCTION

1. Background of the Study

A low-cost strategy for reaching out to a certain demographic of consumers is what social
media platforms offer businesses. According to Dwivedi et al., (2017), social media
platforms provide businesses with many advantages. At the present time, social media
platforms provide businesses with the opportunity to successfully express their one-of-a-kind
marketing message to the population that they are trying to reach. Within the realm of digital
marketing, advertising on social media platforms has emerged as the dominant strategy
Patrutiu-Balte (2016). Among them include boosting sales and brand awareness, allowing the
spread of business-related information, and offering social assistance to clients.

Additionally, SMM facilitates the distribution of common values, which ultimately bolsters
consumer trust. The introduction of digital or online marketing has broadened the scope of
the marketing discipline by introducing novel and inventive marketing strategies. Online
marketing, according to Chen et al. (2016), has produced an environment of intense
competition in which companies vie for dominance on the web. At this time, organizations
are devoting considerable effort to adapting to the changing purchasing patterns of their
clientele through the implementation of the most effective digital marketing strategies. At
this time, a substantial proportion of consumers' time is devoted to participating in websites
that use social media.

Social media's prevalence has increased exponentially since 2004, although it has not yet
attained its maximum level of usage. For its users, social media has emerged as an innovative
and novel source of news and information. Social media is a valuable tool for organizations
seeking to connect with their target audience, regardless of geographical or social barriers
Ashley, (2015). Technological progress enables the creation of consumer targeting, content
management systems, automated processes, and analytical tools. Citing Nuseir (2020a),

As a result, organizations are capable of providing solutions that are both efficient and cost-
effective. In addition, social media networks make it easier to disseminate advertisements to
the audience that is being targeted. These materials might include visual components like as
movies and photographs. Social media marketing has evolved into an indispensable
instrument for retail organizations in the twenty-first century.

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Based on the data gathered in 2019, the current count of active social media users in the
United Kingdom stands at 56.2 million. This corresponds to 42% of the world's population.
Social media usage is prevalent among 77.5% of members of X Generation (everyone who
came of age between the years 1965 and 1980), 90.4% of millennials (those born between
1981 and 1996), and 48.2% of baby boomers (Individuals who came of age between the
years 1946 and 1964). Daily, the average user of social media platforms around the world
dedicates approximately two hours and twenty-two minutes to these networks. 73% of
businesses believe that integrating social media into their marketing strategies could result in
a greater number of new customers being acquired, according to a survey. An investigation
has indicated that 54% of social media users conduct product investigations through these
platforms.

Figure1.1 Time Spent Using Media Apps in UK (Source:- Lauren. 2024)

Moreover, a substantial majority of these individuals, specifically 71%, not only recommend
the company to their friends and family but also convey satisfaction with the decisions they
make regarding their purchases. A study conducted in 2019 found that a majority of
consumers (49%) place greater trust in a brand when it is recommended by trusted
individuals they are familiar with on SMP Lauren, (2024). The importance of social media
recommendations is considerable and their practicality for an organization should not be
underestimated Lauren, (2024). The number of people using social media in the United

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Kingdom is 56.2 million. During the course of one hour and forty-nine minutes, these
individuals utilize roughly 6.4 different platforms daily, Lauren, (2024).

Figure1.2 Influencer Advertising Overview In UK (Source:- Lauren. 2024)

According to 55.4% of internet users in the 16–64 age range, the primary motivation for
using social media is to maintain relationships with loved ones. Leisure activities are second
most common activity, followed by reading news items (27.5% of the time), at 40%. Several
other platforms saw an uptick in user interaction with the ads compared to last year. The most
successful platform was Pinterest, which attracted 5.9 million potential ad viewers. This is an
increase of 77.9% over the previous year. The majority of the advertising budget in the UK
came from digital sources in 2023, making up 79.7 percent or £34.7 billion. Spending on
influencer marketing in the UK reached £820 million in 2018, up 15.7 percent from the
previous year. Social advertising budgets grew by 7.8 percent last year, reaching a total of
£7.7 billion Lauren, (2024).

1.2 Problem Statement

According to Dwivedi et al. (2021), the firm has been utilizing social media to effectively
reach its target audience for the last ten years. Additionally, the company has been successful
in doing so. There are a lot of online companies that rely heavily on advertisements on social
media platforms to be successful. Platforms for social media are crucial for a variety of

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 reasons, including but not limited to the following: improving brand exposure, earning
money, creating connections via word of mouth, disseminating corporate news, and resolving
issues that customers are experiencing. He passed away in the year 2024. It is essential to
engage in social media marketing in order to establish trust with clients and to disseminate
principles that are shared. This study's major purpose is to investigate the impact that social
media plays in digital marketing and to investigate how it influences the trust that consumers
have in businesses and how they behave when making purchases. When it comes to digital
marketing, merchants have greater obstacles than IT firms do because of the proliferation of
new products and the restricted options available to customers.

1.3 Research Purpose

The study's overarching goal is to identify the effects of social media marketing on
consumers' confidence in and propensity to purchase from UK retailers.

1.4 Research Objective

 The main objective of the research is to understand the impact of social media marketing on
customers' trust and purchasing behavior towards UK shops.

1.5 Research Question

 How social media marketing influences customers' trust in and likelihood to buy from UK
shops is the primary goal of the research.

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 2. LITERATURE REVIEW

2.1 Trust
According to the findings of Bhattarai (2024) study, customers expressed greater faith in e-
commerce when procuring goods through online assemblies and social media platforms. The
researcher arrived at this determination. Via the implementation of social networking, clients
may receive aid in diminishing the peril linked to their expenditures while cultivating
interpersonal reliance. An association appears to exist between consumer purchasing habits
and the degree of societal reliance demonstrated in their social circles. Clients regularly seek
suggestions from online acquaintances prior to finalizing transactions. Larger orders tended
to prompt elevated rates of examination with extended family and friends. The piece
investigated how virtual word-of-mouth impacted customer-vendor dynamics.

When undertaking electronic dealings, confidence is paramount. Confidence acts as a

fundamental piece in constructing a stable association between a company and its patrons in
the context of commercial settings, as per a survey led by Kumar (2018). It allows for the
assessment of dangers related to transactions. To quantify trust, assessment instruments that
judge both compassion and trustworthiness must be utilized, with both factors taken into
consideration. Numerous differing pillars can be employed to cultivate trust. The
establishment of trust grounded in credibility transpires when one side regards the other as
reliable from their viewpoint. Credibility and dependability are indispensable to forming
relationships and permitting transactions in virtual settings, just as they are in face-to-face
commerce. Patrons require assurances that their records and payments will be safeguarded if
trust is to be instilled.

Based on the study carried out by Kumar , (2018) building trust is crucial, for creating a bond
with customers and shaping their purchasing decisions through the provision of information
tailored to their needs. A users decision to buy is swayed by their perceptions of a companys
reliability and safety as perceived through social media interactions. Aljumah et al. (2020)
highlighted that customer satisfaction levels and trust in a company significantly impact
customer loyalty. The research methodology in this study places emphasis on the concept of
trust noting its role in shaping various features related to perceived usefulness (PU). Trust
plays a role in fostering PU aspects showcasing a clear interconnection, between the two
concepts. Trust is a pivotal determinant that consumers contemplate when evaluating the
viability of a product or service. At the other end of the spectrum, it is the consistent

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interactions that take place between consumers and suppliers that cultivate trust in good faith
Grabner, (2015). The development of trust requires some key components, including the
demonstration of trustworthiness and the maintenance of self-awareness about one's
reputation. Two essential aspects of social media marketing are the establishment of trust
with people within your network and the use of social media. The authors Lu et al. (2016)
highlight the relevance of trust in understanding the behavior of consumers and their
intentions to make further purchases.

2.2 Social Media Marketing

Sajid (2016) defines social media marketing as a planned method of advertising items or
services to a specific target group. The primary objective is to cultivate a strong bond
between the firm that is selling the items and its clients. Social media marketing occurs
across a diverse range of social media platforms. Based on Sriwilais, (2015) research, social
media platforms enable companies to directly engage with customers and promote their
brand, products and services using formats such as text, images, sound and video. According
to Zivnuska et al., (2019) the use of media platforms is crucial for businesses to effectively
market their products or services. These platforms allow businesses to quickly connect with
their target audience and build a reputation, for their brand.

Furthermore, contemporary technology enables enterprises to interact with clients from a

distance. The use of digital marketing apps is directly influenced by external competitive
pressure, which subsequently impacts company performance (Nuseir and Aljumah, 2020b).
Social media promotes active user interaction with goods and facilitates the development of
social ties, hence enhancing consumer socialization. Ngai et al. (2015) emphasize the
significance of social media in promoting social interactions among users.

One of the other ways that businesses can benefit from free marketing is through building
and nurturing a social media community through user interaction or sharing high-quality
content. Building trust in online business may be enhanced by involving customers through
social media, endorsements, reviews, or ratings. Research carried out by Sriwilai (2016)
established that the level of customers’ social involvement on social networks may affect the
degree of trust their friends, family members, and colleagues have towards a specific service
provider. Additionally, the efficiency of search engine marketing (SEM) in UAE is highly
dependent on how well application-focused digital marketing strategies are implemented.

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2.3 Buying Intention
Monitoring the social media activity of a consumer may give companies with valuable
information about the customer's intentions and buying habits, as discovered by Hajli (2015).
This information can be obtained by monitoring the consumer's social media activity. This
presents a number of substantial opportunities for individuals and corporations alike to reap
considerable benefits in a variety of crucial ways. These techniques, which promote the
diffusion of information via different social media platforms, give customers with the ability
to make purchase choices that are based on factual information. This opens up a lot of
opportunities for consumers. It has been said by Syn (2015) that the online communities that
are associated with social media platforms are a valuable resource that can be used to get
knowledge on certain products or services. It is possible that prospective purchasers might
benefit from reviewing the feedback that was provided by previous purchases, taking into
consideration the fact that the remarks of other customers may give information that is very
important.
In order for businesses to expand the size of their online presence and make their goods and
services available to a more extensive audience, the use of social media has evolved into an
instrument that is absolutely necessary for them to have. There is a vast range of social media
platforms that are used by several businesses, each of which serves a distinct function.
According to Hajli (2015), the use of feedback in the form of ratings, reviews, endorsements,
online communities, and discussion forums is a key contributor to the building of social
relationships.

2.4 Perceived Usefulness

According to Elkaseh et al (2016), PU determines the way in which buyers go about their
online buying. One of the study’s findings is that individuals who highly appreciate dialogue
with other users on a platform are more ready to pay for services offered by others. There is
change in customer’s behavior as they purchase online, which helps improve the social
business environment. According to Bright et al (2015), theory of planned behaviour (TPB)
may be used to forecast what an individual will do next time.
According to W.T. et al (2015), one of TAM theory's first progresses was customers' use of
computer facilities and this has brought about numerous other developments.
In his 2016 article, Lin creates a discussion about factors shaping the meaning/usefulness of
online buying. The layout, contents and services offered by such sites significantly influence
customers’ choices on whether or not to make purchases thereon. Bright et al. (2015)

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indicated that those who spent time on social media purchasing were likely to make
additional purchases on the site. This finding is in line with previous research findings. The
user’s expectations are central to the UAS according to TAM theory. “Perceived utility”
sometimes called “PU,” refers to the extent by which an individual believes a particular
technology will improve his or her work performance. Therefore, new technological
developments often attract people’s attention. W.T. et al. (2015) suggested that companies
operating in sales industry should prioritize improving their customer service, content and
website technology. It should be noted that it is most important to increase how valuable
target audience perceives. When it comes to the TAM, one of its most vital notions refers to
PU which stands for perceived utility.

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 3. METHODOLOGY

3.1 Theoretical Framework

BUYING
SOCIAL MEDIA
INTENTION

H2

H1 H4

PERCEIVED
TRUST
USEFULNESS
H3

3.2 Hypothesis Development

H 1st:- There is a significant impact of social media on trust in the retail sector in the UK.

H 2nd:- There is a significant impact of trust on buying intention in the retail sector in the UK.

H 3rd:- There is a significant effect of trust on perceived usefulness in the context of retail
sector of UK.

H4th:- There is a significant effect of perceived usefulness on buying intention in the context
of retail sector of UK.

3.3 Research Approach:-

The three kinds of research methodologies are qualitative, quantitative, and the mixed
method research approach. The qualitative research approach mostly consists of in-depth
interviews, group discussions, and observations. The qualitative research methodology
employs many structural approaches and instruments, including surveys, questionnaires, and
polls, to collect information from a certain target population. This study will collect data from
UK consumers who purchase retail products using the quantitative research methodology.

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The mixed method approach will be used, which integrates both quantitative and qualitative
research techniques.

3.4 Research Design

In this study endeavor was employed a correlational methodology to study the association
amongst social media marketing and purchase intention within the retail industry of the
United Kingdom. Examining the correlation among social media marketing and alterations in
consumer buying intention within the UK retail industry is the objective of this study.

3.5 Data Collection

In this research the convenient sampling technique was used because of quantitative study in
nature in which the data collect via online survey questionnaire, so here in this study the data
was collected from the customer who is buying goods in the retail shops via using social
media. Questionnaire uploaded on the Google form and distributed to the participants of
those who are buying good in the retails shop. In this study convenience sampling technique
was applied because its process very simple and only one time participants filled the
questionnaire its mean no change of repetition in the data collection.

3.6 Sample Size

The sample size was determined by the use of random sampling in the study. The
questionnaire was filled out by a total of fifty to seventy individuals, all of whom are engaged
in the process of acquiring items via social media in the United Kingdom.

3.7 Data Analysis

This research used a data-gathering strategy, followed by the utilization of the SPSS program
to conduct several significant tests. Researchers may use SPSS software as a tool to conduct
significant numerical testing. This research used many essential statistical tests, such as a
descriptive frequency test, to analyze participant demographics, including gender, age, and
educational achievement. The reliability of each variable was assessed using a reliability test
based on the standard criterion (>=0.07). Analysis of regression was used to evaluate the
variability in the influence of one variable on another. A correlation test was conducted to
examine the association between two variables.

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 4. FINDINGS & DISCUSSION
4.1 Descriptive Frequency

Table 4.1 Gender

The table above provides a breakdown of the genders of the individuals who participated in
the questionnaire, encompassing both men and women. The study involved 39 male
participants, making up 55.7% of the total population, and 31 female participants, accounting
for 44.3%. Based on the data presented in the table, it is evident that a greater number of
male participants completed the questionnaire for this study compared to their female
counterparts.

GENDER
MALE FEMALE

44%

56%

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Table 4.2 Age Group

Table 4.2 presents the various age groups of individuals who participated in this study by
filling out an online questionnaire. The table reveals that 45.7 percent of the 32 participants
belong to the age range of 18 to 28 years. Another notable percentage, 21.4 percent, is
between the ages of 29 and 38 years. Similarly, 22.9 percent of the participants are aged
between 39 and 48 years. Interestingly, only a small proportion, 10 percent, is above 48
years. The study revealed that the age group of 18 to 28 had the highest level of participation,
making up 45.7% of the total. The impact of SMM on purchase intentions was significant,
particularly among the younger generation in this age group.

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Table 4.3 Education

The table that can be seen above displays the educational level of the individuals that filled
out the questionnaire survey for this research. It is shown in the table that there were thirty
participants who were undergraduates and filled out the questionnaire for this research,
twenty-one participants who were graduates and participated in filling out this online
questionnaire survey, and nineteen participants who were postgraduates who filled out the
questionnaire for the online survey. In comparison to the other participants, the percentage of
undergraduates is much larger (42.9%).

EDUCATION
Under Graduates Graduates Post Graduates

Cumulative 42.9 72.9 100.0

Percent

Valid Percent 42.9 30.0 27.1

Percent 42.9 30.0 27.1

Frequency 30.0 21.0 19.0

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4.2 Reliability

Table 4.4 Reliability

Composite dependability is assessed using Cronbach's alpha, which should ideally exceed
0.7. The survey's reliability in this particular study is evaluated using Cronbach's alpha. The
results obtained from this experiment exceeded 0.7. Consequently, it is acknowledged that
this specific research is reliable. Researchers often utilize Cronbach's alpha, a statistical
measure, to assess the internal consistency of their studies Bonett, (2015). In this research,
reliability is shown by an alpha value greater than 0.7. A large number of social media
marketing criteria that are Cronbach's alpha-positive suggest high levels of perceived
usefulness, purchase intention, and trust. This outcome validates the validity of the study.
Table 4.4 offers a detailed summary of the quality requirements.

4.3 Regression Analysis

Table 4.5 Model Summary (H1st)

An evaluation of the compatibility of the model is shown in the table that can be seen above.
According to the findings, the R square value of 0.251 is greater and more closely connected
to the adjusted R square value of 0.240. This is the case because the square value is higher.
Another study implies that the R-Square statistic is a reflection of the fraction of the

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variability in the dependent variable (trust) that can be consistently predicted using the
independent variables (social media marketing). Through the use of the variable of social
media marketing, it is possible to accurately estimate around 25.1% of the trust ratings.

Table 4.6 ANOVAa (H1st)

The sig value of 0.000, falling within the acceptable range, suggests that social media
marketing plays a substantial and favorable role in building trust within the UK retail sector.
The significance value falls within the acceptable range, as indicated by the ANOVA table.
Another important aspect to consider is that the figure clearly shows that all the necessary
criteria were met.

Table 4.7 Coefficient (H1st)

The study's regression analysis reveals the coefficients of the predictor variables in the
model. When all other factors remain the same, the unstandardized data reveals the impact of
elevating the predictor variable by one unit on the dependent variable. The beta coefficients
offer a reliable assessment of the impact of each predictor variable, allowing for a
comparison of their relative importance. The number 5.719 remains unchanged. In addition,
the value of 0.406 and the standard error of 0.085 indicate that social media marketing is a
variable that cannot be easily measured or quantified. The measure for "social media
marketing" has a beta standard deviation of 0.501. The computed t-statistic value of 4.777

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and the corresponding p-value of 0.000 provide strong evidence for the statistical
significance of the social media marketing predictor. Based on this, we can confidently state
that the predictor has a significant impact from a statistical standpoint. The model's accuracy
in predicting the trust outcome is strongly backed by statistical data.

Table 4.8 Model Summary (H2nd)

The provided table evaluates the compatibility of the model. Based on the results, it appears
that the adjusted R square value of 0.704 is slightly lower and shows a stronger correlation
when compared to the R square value of 0.709. Based on the larger square value, this is the
current situation. According to another study, the R-Square statistic indicates the proportion
of the dependent variable's variability, specifically the purchase intention, which the
independent variable, trust, can accurately predict. The trust variable demonstrates a strong
ability to accurately predict buy intention ratings, with a success rate of approximately 70.9%

Table 4.9 ANOVAa (H2nd)

Based on the obtained sig value of 0.000, which is within the acceptable range, one thing that
stands out in the UK retail industry is the positive and large effect that trust has on
consumers' intentions to buy. The ANOVA table indicates that the value is contained within
the permissible range. It is imperative to acknowledge that the figure unequivocally
illustrates the fulfillment of every essential condition.

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Table 4.10 Coefficient (H2nd)

The regression analysis provides the coefficients for the predictor variables in the model. The
data provided shows that when all other factors are held constant, a rise of one unit in the
variable that is used to forecast has an impact on the dependent variable. Significant insights
can be derived from the beta coefficients, as they offer a practical estimation of the impact of
each predictor variable, enabling valuable comparisons. The number 1.353 remains
unchanged as it is crucial to the design. In addition, the value of 0.766 and the standard error
of 0.060 indicate the challenging nature of defining and quantifying trust. The beta standard
deviation of the "trust" statistic is 0.842. There is compelling evidence indicating that the
trust predictor holds great statistical significance. This is evident from the remarkably low p-
value of 0.000 and the predicted t-statistic value of 12.863. Based on our analysis can
confidently determine that the predictor has a statistically significant impact. The data from
statistics strongly supports the model's effectiveness in predicting the outcomes of purchase
intentions.

Table 4.11 Model Summary (Hypothesis 3)

The model's compatibility is evaluated in the table below. The revised R square value of
0.234 seems much lower than the initial R square value of 0.223, suggesting a stronger
correlation based on the data. According to the research on the worth of the bigger square,
this is the present state of affairs. According to another study, the R-Square statistic
quantifies the extent to which the independent variable, trust, may predict the dependent

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variable, perceived usefulness. The trust variable has an impressive ability to accurately
forecast perceived usefulness ratings, with a success rate of around 23.4%.

Table 4.12 ANOVAa (Hypothesis 3)

With a significance value of 0.000, falling within the acceptable range, we may deduce that
trust has a substantial and favorable impact on perceived usefulness in the UK retail industry.
The ANOVA table indicates that the result falls within a satisfactory range.

Table 4.13 Coefficient (Hypothesis3)

The regression analysis provides coefficients for the predictor variables in the model. The
data shows that changes in the predictor variable, trust, have an impact on the dependent
variable, provided that all other components stay the same. The beta coefficients provide a
reliable evaluation of the impact of each predictor variable, enabling valuable comparisons
that could yield significant findings. 4.270 remain consistent throughout the design and do
not undergo any changes. In addition, the value of 0.360 and the standard error of 0.079
highlight the challenge of describing and quantifying trust. The "trust" statistic has beta-
standard coefficients of 0.484. There is compelling evidence to suggest that the trust
predictor holds great statistical significance. It is evident from the remarkably low p-value of
0.000 and the predicted t-statistic value of 4.558. The analysis clearly demonstrates that the

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predictor has a statistically significant impact. The statistical data provides compelling
evidence that the model is highly effective in predicting perceived usefulness outcomes.

Table 4.14 Model Summary (Hypothesis 4)

The following table gives a model appropriateness assessment. The findings demonstrate that
there is a stronger association between the revised R-squared value of 0.075 and the adjusted
R-squared value of 0.061. Based on the information we have at the moment, this is the
inevitable conclusion. The study's conclusions on the larger square's value led to the present
situation. R-Square is a helpful tool for figuring out how well perceived utility predicts the
result of purchase intention (the dependent variable), which is another finding of this study.
Interestingly, the trust variable has an average predictive accuracy of around 7.5% when it
comes to perceived utility ratings.

Table 4.15 ANOVAa (Hypothesis 4)

The perceived utility has a large and positive effect on purchase intention in the UK retail
business, according to the acceptable range and a significant level of 0.022. The ANOVA
table shows that the result is within a tolerable range.

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Table 4.16 Coefficient (Hypothesis4)

The coefficients produced by the regression analysis represent the predictor variables in the
model. Based on the data, it is evident that when all other factors remain constant, any
alteration in the dependent variable (purchasing intention) has an impact on the predictor
variable (perceived usefulness). By making insightful comparisons, the beta coefficients offer
a dependable assessment of the influence of each predictor variable, facilitating significant
findings. The value of 5.034 remains consistent throughout the design and is not modified. In
addition, the significance of the number 0.334 and the 0.143 standard error underscores the
difficulty in defining and quantifying perceived usefulness. The measure of "perceived
usefulness" has a beta standard coefficient of determination of 0.273. Empirical data strongly
supports the notion that the trust predictor holds considerable statistical significance. It is
evident from the significant p-value of 0.022 and the expected t-statistic value of 2.341. The
study provides a clear indication of the predictor's substantial influence, supported by
statistical significance. The statistical data strongly supports the model's effectiveness in
accurately predicting outcomes related to buying intention.

4.4 Discussion
The purpose of this research is to investigate the ways in which social media marketing may
affect the possibility that consumers in the United Kingdom will commit to making a
purchase. An inquiry will be conducted with the purpose of examining the four hypotheses
that serve as the basis for this study. A positive and statistically significant impact on trust
linkages is shown by the fact that the sig value for Hypothesis 1 is 0.000, which indicates that
social media marketing has a positive effect. One of the most significant aspects to take into
consideration when making purchases is the extent to which customers rely on social media
for decision-making. The method in which customers interact with various social media
platforms and websites has an indirect influence on their propensity to make purchases. The

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results of the poll indicate that trust is a significant factor for British consumers to consider
when making decisions about their purchases. The significance of the second hypothesis lies
in its ability to show how consumers' trust in social media platforms influences their
purchasing decisions. Social media users may recommend and review various websites,
which could help with content creation according to data analysis. The opinions and
suggestions of social media users greatly influence the goods that their friends and
acquaintances choose to buy. Gaining the trust of clients requires social networking. The
study's findings demonstrate that social media significantly affects customer confidence,
which in turn affects their propensity to make a purchase. We predict that social media
spending will increase as consumers become more trusting of firms via firsthand accounts
and testimonials. The assertion of the third hypothesis is accepted at a p-value of 0.000. This
hypothesis examines how trust in the UK retail industry affects utility judgments. The results
imply that people's levels of trust in social media have an impact on their perceptions of its
value. Individuals who feel comfortable using social networking sites are more likely to buy
things and understand the advantages of doing so. Thus, while doing business online, trust is
essential. It affects consumers' opinions of the value of an offering as well as their propensity
to buying the services/ products. In the fourth hypothesis the major positive impact of
perceived usefulness on buying intention via findings shows that the sig value is 0.022 that
indicate the customer buying intention is always depend on the perceived usefulness

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 5. CONCLUSION AND RECOMMENDATION
5.1 Conclusion
The acts of customers on social media have been shown to have a significant impact on the
bottom line of a company or product, according to data that cannot be refused. When it
comes to winning and maintaining the trust of your clients, it is crucial to provide them with
high-quality products and services. If a firm is able to effectively use social media, it has the
potential to significantly increase the likelihood of gaining the trust of its customers. The
ratings and reviews that a person's friends have submitted for a product have the potential to
have a major influence on the individual's ultimate opinion of that product. The huge
volumes of data that social media networks save are directly attributable to the content that is
created by its users. A rising number of people are discussing the items that they purchase
online and the ways in which they make use of the items that they come into possession of
via online shopping. When consumers visit social media websites using their mobile devices,
they have the opportunity to immediately access material that has been contributed by other
community members. Completely discussing a product or service is a fantastic method for
increasing the value of that product or service. Customers' growing inclination to purchase
online and via social media platforms gives an opportunity for businesses to capitalize on
customers' spending habits. One possibility is that they will use this inclination to their
advantage. The primary purpose of this study is to investigate the myriad of ways in which
social media might potentially impact the inclination of customers to purchase exclusively
online.

In addition, the purpose of this research is to investigate the ways in which social media may
influence individuals' ability to establish trust while doing business online. Researchers
resorted to social media in order to get an understanding of the ways in which demographics
and social media influence the trust that consumers have in businesses and their inclination to
make purchases. The results of this research shed light on the significance of providing
excellent client experiences via the establishment of trust and the enhancement of interest in
online purchasing. In order to contribute to the development of a robust sense of community,
one possible approach is to take part in interactions that take place with other individuals
online. In specifically, the results of this research investigate the ways in which power
dynamics have shifted in social and online environments, as well as the consequences that
these adjustments have on the process of purchasing objects. These facts bring to light the
fact that modern goods need a far greater level of interaction from their target audience. This
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research has a number of primary objectives, one of which is to investigate the ways in which
social media influences the social lives of customers, their confidence in goods, and their
purchasing habits. Increases in the strength of an individual's support network are directly
proportional to the chance that a person would base their purchase decisions on their
consumption profile. In addition, the two seem to be closely related to one another. When
individuals interact with social media in a variety of ways, it encourages them to connect
with one another in person, which in turn leads to a rise in their use of online services and,
ultimately, results in a pleasant atmosphere.

5.2 Limitation and Future Recommendation

The main limitation of this research is its dependence on data obtained from a limited group
of customers inside a specific retail sector in the UK. The study's conclusions would be more
reliable if the requisite customer data were gathered. Another concern arises when clients fail
to consistently offer precise information. Individuals may choose to withhold truthful
information for personal motives. The study's results may be subject to alteration as a result
of this. To enhance the credibility of future studies, researchers should enhance their
methodology by gathering all relevant data from users of a certain social media platform.

Other significant shortcomings of the research include insufficient financing and a brief
length. The researcher might potentially get more accurate findings by allocating more
resources, such as time and funding, to collect the necessary data from many cities. Despite
the presence of many restrictions, these constraints nevertheless indicate interesting avenues
for further study. The researcher made the decision to conduct out this study in order to get a
more in-depth comprehension of the ways in which social media marketing influences the
consumers' overall knowledge and their capacity to make well-informed purchases online. A
significant amount of effort was needed for the construction of the study.

According to the results of the research, customers are more likely to commit to making an
online purchase when they have confidence in the firm they are considering purchasing from.
According to the results of the research, an increase in trust has a positive impact on the pre-
purchase behavior of customers with regard to shopping. When conducting an analysis of the
influence that social media has on the buying behaviors of customers, it is important to take
into consideration both the good and bad elements. In the process of making a purchase
online, potential consumers have the opportunity to get valuable knowledge from the positive
feedback, reviews, and recommendations offered by actual customers.

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