Social Media Advertising and Purchase Decision: The Mediating Role of Trust in Fashion Brands in Huancayo, 2025
DOI:
https://doi.org/10.35319/perspectivas.202657302Keywords:
Digital advertising, Brand trust, Purchasing decision, Social media, Fashion marketingAbstract
The purpose of the study was to determine the influence of social media advertising on purchasing decisions, considering the mediating role of trust in fashion brands in the city of Huancayo, 2025. A quantitative, basic-applied approach and a non-experimental cross-sectional design were used. The information was obtained through structured surveys administered to 200 fashion consumers and analyzed using multivariate techniques such as exploratory factor analysis, Omega coefficient, and structural equation modeling with bootstrap. The results demonstrated a direct and significant relationship between social media advertising and purchasing decisions, mediated by brand trust, explaining a relevant proportion of the variance in trust (R² = 0,338) and purchasing decisions (R² = 0,504). It was concluded that strengthening trust through authentic advertising strategies increases the effectiveness of digital marketing in the fashion sector.
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