Effect of Social Media Marketing on Consumer Trust in Small Travel Online Agencies in Guwahati

Abstract

Trust plays a critical role in the success of small online businesses, particularly within the e-commerce landscape. This study investigates the impact of social media marketing on consumer trust in the context of small online travel agencies. Employing a mixed-methods approach, the research combines qualitative insights from interviews with agency owners and quantitative data from consumer surveys. This approach addresses three key research questions: How does social media influence consumer trust? Does integrating social media with e-commerce enhance customer trust in small e-businesses? To what extent does social media engagement enhance customer trust in small e-businesses? Findings reveal that social media serves as a vital platform for communication and information dissemination, fostering trust by facilitating ongoing interaction between businesses and consumers. This continuous engagement strengthens customer relationships and positively influences purchasing decisions. The study contributes to a deeper understanding of social media's evolving role in building consumer trust within the online travel industry, ultimately impacting sales performance. The results underscore the transformative potential of social media marketing in addressing trust-related challenges and shaping consumer behaviour in the digital marketplace.