The effects of social media marketing on customer's trust

Abstract

This research aims to analyzing the factors influencing customer‟s trust by social media marketing. Quantitative method was used with statistical techniques applied including factor and multiple regression analysis. 228 people who used to or have intention to social media marketing were approached to do the questionnaires. After the research, some main factors affecting young people choice were determined. Such factors as Reputation, Information, Security, Interactivity, Online advertisement contributed to trust of customer. These findings will help the company format and implement plans or strategies to attract more clients in this segment.