Trust is Not Enough, Advocacy Matters! The Moderated Mediation Role of Brand Evangelism and Social Media Interaction in Purchase Decisions

Authors : Gökçer Aydın, Gökhan Aydın

Pages : 276-288

Doi:10.62425/rses.1695130

View : 148 | Download : 413

Publication Date : 2025-12-25

Article Type : Research Paper

Abstract :This study examines the indirect effect of brand trust on purchase intention through the mediating role of brand evangelism. It also examines how social media interaction as a moderating variable shapes the effect of brand evangelism on purchase intention. The research was conducted as part of a cross-sectional survey of 478 (Mean Age = 21.38± 2.48) university students studying at the Faculty of Sports Science at …………… University. The data obtained were analysed using “Model 14” of the SPSS Process Macro developed by Hayes in order to test the moderating mediation effects between the variables. As a result of the analyses, significant and positive relationships were found between the variables. The results show that brand trust has both a direct effect on purchase intention and an indirect effect through brand evangelism. It is also concluded that social media interaction significantly moderates the relationship between brand evangelism and purchase intention. These results highlight the importance of brands centering consumer interaction in their social media strategies.
Keywords : Pazarlama, Marka sadakati, Tüketici davranışı

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