Generating trust using Facebook-A study of 5 online apparel brands

In this world of growing social media usage, organizations need to adopt well directed social media strategies to create relationships with consumers. Social media marketing enhances consumer engagement and creates brand awareness. This paper aims at studying the impact of the Facebook content posted by 5 online apparel brands, on building trust among consumers. Consumer needs for self gratification and their level of engagement and involvement, with an organization make them depict specific behaviors online. A multiple linear regression analysis is conducted to study the impact of total number of posts, hosted by an organization as well as the number of reactions and comments on building consumer trust. Results of the study indicated a positive relationship between trust and number of posts, comments and reactions.