Role of Social Media Credibility in Building Consumer Trust towards Wellness Brands: An Empirical Study

Author(s): Ramanjeet Singh and Dr. Manali Upadhyay

Abstract:

In the digital era, social media has emerged as a primary source of information influencing consumer perceptions, particularly in the wellness sector where trust plays a pivotal role. Wellness products are closely associated with health, lifestyle, and personal well-being, making credibility of information a critical determinant of consumer trust. This study empirically examines the role of social media credibility in building consumer trust towards wellness brands. Primary data were collected from 200 respondents using a structured questionnaire. Statistical tools such as percentage analysis, reliability testing, correlation, and multiple regression analysis were applied. The findings indicate that source credibility, transparency of information, and consistency of social media communication significantly influence consumer trust. The study offers valuable implications for wellness marketers and contributes to the existing body of knowledge on digital marketing and consumer behavior.

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Pages: 114-117     |    2 View     |    0 Download