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Impact of Trust Aspects and Value Co-Creation as Mediation on Purchase Intention in Social Networking Context

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  • D. Asokan

Abstract

Social Media Communication through Social Networking has become developing marketing issue of increasing popularity. This article investigates Word-of-Mouth communication through Social Networking Sites guided by the socialization framework with Purchase Intention as outcomes and Value Co-creation, Trust as antecedents. 508 participants who engaged in Word- of-Mouth communication about products through Social Networking Sites are surveyed. It confirms that the trust and Value Co-creation influences Purchase Intention positively. Electronic Word-of-Mouth communication impacts Purchase Intention directly and indirectly by reinforcing Value Co-creation with Trust. The model is used to study the main objective of determining the factors of consumer purchase intention through Word-of-Mouth communication in Social Networking Sites. These findings have significance managerial and theoretical implications.

Suggested Citation

  • D. Asokan, 2020. "Impact of Trust Aspects and Value Co-Creation as Mediation on Purchase Intention in Social Networking Context," American Journal of Social Sciences and Humanities, Online Science Publishing, vol. 5(2), pages 221-229.
    • Handle: RePEc:onl:ajossh:v:5:y:2020:i:2:p:221-229:id:182
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