Mediating impact of consumer trust between social influence and attitude toward brand

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Grounded in social impact theory (SIT), this study examines the effect of social influence on consumer trust and attitude toward brand (ATB) in the Indian e-commerce context. Using survey data from 350 online consumers and analysing it through PLS-SEM, the findings reveal that social influence significantly enhances consumer trust and brand attitude. Consumer trust also positively influences ATB and partially mediates the relationship between social influence and brand attitude, highlighting the role of peer reviews, influencer endorsements, and online recommendations in shaping consumer perceptions.

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