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The moderating effect of social presence on consumer brand trust and purchase intention in SMEs
Mini Dissertation (MBA)--University of Pretoria, 2024.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2025
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| _version_ | 1867613532400386048 |
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| access_status_str | Open Access |
| author2 | Chiba, Manoj |
| author_browse | Chiba, Manoj |
| author_facet | Chiba, Manoj |
| collection | Thesis |
| dc_rights_str_mv | © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2024. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/103010 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:38.698Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/103010 The moderating effect of social presence on consumer brand trust and purchase intention in SMEs Chiba, Manoj ichelp@gibs.co.za Vilakazi, Cabangubuhle Joy Skhulile Nothando UCTD Sustainable Development Goals (SDGs) Social Presence Online Presence Social Media Small Medium Enterprise Brand Trust Purchase Intention Mini Dissertation (MBA)--University of Pretoria, 2024. Small to medium enterprises (SME’s) are not immune to the pressure to digitise and build an online presence. A primary challenge faced is the need to build trust and increase consumer purchase intention, to drive sales which is imperative for their long-term growth. Literature on the tangible benefits of online presences for SMEs in emerging markets remains limited. This South African study used social presence theory to investigate the moderating role of online presence on brand trust and consumer intentions to purchase in SMEs. Utilising a quantitative survey design, with 216 participants were randomly surveyed using an online questionnaire. Descriptive and Inferential statistical methods like multiple linear regression were used to test the Hypotheses. The results showed that social presence, through website and social media presence, positively influence brand trust, with social media having a stronger effect. Additionally, SME brand trust has a positive relationship with consumer purchase intention, however online presence was not found to moderate the relationship between brand trust and purchase intention. The study extends the understanding of the role of social presence, brand trust and consumer purchase intention in the context of SMEs in South Africa. These findings provide SME owners and marketers with insights on how to leverage an online presence for successful business outcomes. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-08: Decent work and economic growth SDG-09: Industry, innovation and infrastructure 2025-06-26T11:59:25Z 2025-06-26T11:59:25Z 2025-09 2025-03 Mini Dissertation * A2025 http://hdl.handle.net/2263/103010 en © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Sustainable Development Goals (SDGs) Social Presence Online Presence Social Media Small Medium Enterprise Brand Trust Purchase Intention The moderating effect of social presence on consumer brand trust and purchase intention in SMEs |
| title | The moderating effect of social presence on consumer brand trust and purchase intention in SMEs |
| title_full | The moderating effect of social presence on consumer brand trust and purchase intention in SMEs |
| title_fullStr | The moderating effect of social presence on consumer brand trust and purchase intention in SMEs |
| title_full_unstemmed | The moderating effect of social presence on consumer brand trust and purchase intention in SMEs |
| title_short | The moderating effect of social presence on consumer brand trust and purchase intention in SMEs |
| title_sort | moderating effect of social presence on consumer brand trust and purchase intention in smes |
| topic | UCTD Sustainable Development Goals (SDGs) Social Presence Online Presence Social Media Small Medium Enterprise Brand Trust Purchase Intention |
| url | http://hdl.handle.net/2263/103010 |