Perceived Usefulness of Social Media and Brand Trust in the Hospitality Industry in Nigeria
Keywords:
Social media, perceived usefulness, social influence, brand trust, contentAbstract
This study examines the role of trust as a mediator in the relationship between social media as the main objective was to analyse perceived usefulness and brand trust. A survey design was employed. The study targeted customers who had transacted through social media using the Cochran formula. A sample of 370 respondents was determined, out of which 322 respondents returned valid and usable copies of the questionnaire. Data were collected via structured online questionnaires. Hypotheses were tested at a 5% significance level using JASP software version 0.13.0.0. Perceived usefulness (coefficient: 0.64) positively influences brand trust. The result demonstrates that trust amplifies the impact of social media on brand trust by fostering stronger customer loyalty, brand associations, and awareness. Hence, hospitality businesses should invest in user-friendly social media platforms and high-quality content to attract and engage customers effectively.
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