The influence of brand trust on customer purchase behavior : Mediating digital interactions on instagram

• Main Authors: Pane, Angelina, Fernando, Yudi, Ikhsan, Ridho Bramulya, Mergeresa, Fineke, Fernando, Erick, Prabowo, Hartiwi
• Format: Conference or Workshop Item
• Language: English; English
• Published: Institute of Electrical and Electronics Engineers Inc. 2024
• Subjects: HD28 Management. Industrial Management; T Technology (General)
• Online Access: http://umpir.ump.edu.my/id/eprint/41810/1/The%20influence%20of%20brand%20trust%20on%20customer%20purchase%20behavior.pdf; http://umpir.ump.edu.my/id/eprint/41810/2/The%20influence%20of%20brand%20trust%20on%20customer%20purchase%20behavior_Mediating%20digital%20interactions%20on%20instagram_ABS.pdf; http://umpir.ump.edu.my/id/eprint/41810/; https://doi.org/10.1109/IATMSI60426.2024.10503577
• Institution: Universiti Malaysia Pahang Al-Sultan Abdullah

Instagram as a form of social media has brought about favorable consequences for businesses owing to the role played by user engagement. Consequently, businesses make use of Instagram as a means to enhance the trust consumers have in their brand. Nevertheless, users encounter numerous challenges whe...