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Adarsh Tripathi. The influence of social media regarding trust and privacy on consumer buying behaviour. Master's Degree(International Business Management). Siam University. Library and Information Resource Center. : มหาวิทยาลัยสยาม, 2568.
The influence of social media regarding trust and privacy on consumer buying behaviour
Name: Adarsh Tripathi
keyword:
Independent Study
ThaSH:
Consumer behavior
Classification :.DDC: 658.8342
ThaSH:
Marketing research
ThaSH:
Business management
;
trust
ThaSH:
Social media
;
privacy
Abstract:
The rapid growth of social media has significantly transformed the way consumers engage with brands and make purchasing decisions. This study explores the influence of social media on consumer buying behaviour, with a particular focus on the role of trust and privacy concerns in shaping consumer decisions. Adopting a mixed-methods approach, the research incorporates quantitative data from a survey of 150 respondents and qualitative insights from 10 in-depth interviews. The study examines key social media components, such as influencer marketing, user-generated content, and platform engagement, and how these elements shape purchase intentions in a digital environment increasingly defined by data sensitivity and trust dynamics.
The findings reveal that trust is a central driver of online consumer behaviour; brands that demonstrate transparency, ethical conduct, and active engagement foster greater customer loyalty. At the same time, privacy concerns significantly affect consumer confidence, with data misuse and lack of security acting as barriers to purchase. The study also highlights how social proof, targeted advertisements, and platform algorithms can lead to impulsive buying, especially among younger consumers.
This research contributes practical recommendations for businesses to build consumer trust, strengthen privacy protection, and reduce impulsive buying tendencies. By aligning digital strategies with ethical marketing and data transparency, brands can create more secure, meaningful, and sustainable relationships with their customers in the evolving digital landscape
Keywords: social media, consumer behaviour, trust, privacy
Siam University. Library and Information Resource Center
Address:
BANGKOK
Email:
library@siam.edu
Name: Warangrat Nitiwannakul
Role:
Advisor
Created:
2568
Modified:
2568-09-16
Issued:
2025-09-16
วิทยานิพนธ์/Thesis
application/pdf
eng
Level: Master's Degree
Descipline: International Business Management
Grantor: มหาวิทยาลัยสยาม
©copyrights SIAM UNIVERSITY
RightsAccess:
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Adarsh Tripathi
| Title | Contributor | Type |
|---|---|---|
| The influence of social media regarding trust and privacy on consumer buying behaviour
มหาวิทยาลัยสยาม Adarsh Tripathi | Warangrat Nitiwannakul | วิทยานิพนธ์/Thesis |
Warangrat Nitiwannakul