Navigating Digital Marketing and Its Effect on Consumer Purchase Behaviour of Beauty Brand Products: The Role of Trust
DOI:
https://doi.org/10.51137/wrp.ijarbm.616Keywords:
Beauty Brand, Beauty Products, Digital Marketing, Luxury Marketing, South Africa, TrustAbstract
This study investigated the effect of digital marketing on consumer trust, attitude and purchase intention of online beauty products. The research aimed to determine which digital strategies most effectively foster trust and drive purchasing behaviour. A quantitative research approach was applied, using a 5-point Likert-scale self-administered online questionnaire. Data was collected from 109 respondents and analysed using SPSS version 28. Statistical tests, including normality, correlation and ordinal regression analyses, were conducted to examine relationships among key variables derived from the Trust Theory (TT), the Theory of Planned Behaviour (TPB), and the Stimulus-Organism-Response (S-O-R) Model. Findings reveal that significance of trust, attitude and purchase intention exists, confirming that consumer trust significantly influences purchase intention. Social media and affiliate marketing emerged as the most influential channels on attitudes towards purchase intention, while e-mail marketing showed a weaker but still significant effect. Emotional engagement, authenticity and interactivity are central to digital trust formation and conversion in the current context. A beauty brand’s success in digital environments depends on its ability to integrate trust-based communication strategies across its digital platforms. Insights from this research contribute to both theoretical understanding and managerial practice. While future research avenues are provided.
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