DefinePK

Abstract

Social media has occupied an important place in our daily lives as a number of individuals’ activities occur on social media. Marketers are increasing leveraging the power of social media to connect with customers. However, there is lack of understanding about consumers’ motivations such as content personalization motivation that affects their trust towards the retailers, present on social media, attitude towards social media marketing and online purchase intentions. Thus the aim of the present study was to fill this gap. Data were collected from 576 respondents through convenience sampling technique. The results showed that content personalization motivation significantly impacts consumer’s trust in social media retailers, attitude towards social media marketing and online purchase intentions. Trust in social media retailers  impact consumers’ attitude towards social media marketing and online purchase intentions and the relationship between content personalization motivation and online purchase intentions is serially mediated by trust in social media retailers and attitude towards social media marketing. The study has important theoretical and practical implications in the domain of social media marketing.