| Title: | The Influence of Social Media Regarding Trust and Privacy on Consumer Buying Behaviour |
| Author: | Adarsh Tripathi |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) International Conference on Economics, Business & Interdisciplinary Studies (ICEBIS 2023) Click PDF |
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
6517190027 Adarsh Tripathi, Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), The Influence of Social Media Regarding Trust and Privacy on Consumer Buying Behaviour, นำเสนอในที่ประชุมวิชาการ (Conference) International Conference on Economics, Business & Interdisciplinary Studies (ICEBIS 2023), ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
