A STUDY ON IMPACT OF PERCEIVED USEFULNESS AND TRUST ON INSTAGRAM IN MUMBAI

Abstract

With the growing emphasis on digital technology, there has been a drastic shift of consumers from traditional marketplace to social media. Today companies strive for getting more and more engagement from their potential consumers on digital space. The researcher has tried to understand the impact of perceived usefulness of social media and trust with special reference to Instagram by conducting a quantitative survey among online consumers of Mumbai between the age group of 17-60 years of age through non-probability sampling method. All of these data were further analysed using the partial least squares-structural equation modeling (PLS-SEM) method using Smart PLS 4 software. The study suggested there is a positive correlation between perceived usefulness and trust on social media. So, the companies, need to improve the perception of their products and services on social media so that the perceived utility can be able to build trustworthiness among the people.

Keywords: Impact, social media, perceived usefulness, trust, consumer behaviour, structural modelling.