Why Brand Loyalty Matters More Than Trust: Unpacking the Relational Mechanisms of Social Media Marketing in Full-Service Airlines

Abstract

Social media marketing is widely assumed to strengthen brand trust and subsequently enhance consumers’ purchasing intention. However, limited attention has been paid to whether brand trust consistently functions as the primary relational mechanism in high-risk service contexts. Drawing on social media marketing and relationship marketing literature, this study examines the distinct roles of brand trust and brand loyalty in shaping purchasing intention within the full-service airline industry. Using survey data from 193 airline consumers and PLS-SEM. The findings reveal that social media marketing significantly enhances brand trust and brand loyalty. Contrary to dominant assumptions, brand trust does not directly influence purchasing intention. Instead, brand loyalty emerges as the primary mechanism through which social media marketing translates into purchasing intention. This study contributes to service marketing theory by refining the understanding of relational pathways within high-involvement and high-risk service relationships, demonstrating that brand loyalty may supersede brand trust as the decisive driver of purchasing intention. The findings offer important implications for service firms seeking to leverage social media marketing to build enduring customer relationships and stimulate demand