| Abstract [eng] |
Master’s thesis was prepared in Vilnius, in 2024 Scope of Master’s thesis – 63 pages. Number of tables used in the FMT – 20 pcs. Number of figures used in the FMT – 1 pcs. Number of bibliography and references – 90 pcs. The main purpose of this master thesis is to understand the influence of visual eWOM towards trust and engagement on social media and how it later leads to purchase intention. The work consists of four main parts: the analysis of literature, research, analysis of the results from the research and conclusion, recommendations and limitations. Literature analysis explores the concept of social media, then the analysis presents how visual eWOM, on social media, influences consumers' trust and engagement, and then it is analysed how trust and engagement lead to purchase intention. After literature analysis, research needed to be done, for that, the author of this thesis created four questionnaires, where each of which contained a different problem. The first questionnaire was finding out how colours influence trust and engagement on social media and how it later leads to purchase intentions, the second questionnaire was finding out how brightness influences trust and engagement on social media and how it later leads to purchase intentions, the third questionnaire was finding out how characters influence trust and engagement on social media and how it later leads to purchase intentions and the fourth questionnaire was finding out how aesthetics influence trust and engagement on social media and how it later leads to purchase intentions. After the questionnaire, an analysis needed to be done. In total, 273 people participated in the research and the demographic results were distributed equally. For analysing the data from all four questionnaires, the IBM SPSS program was used, where Pearson’s correlation, one-way ANOVA, linear regression and one-way T-test were calculated. The performed research revealed that colours, brightness, characters and aesthetics influence consumers' trust and engagement on social media and that leads to purchase intentions. The conclusion summarizes the main points of the literature analysis and the results of the analysis, limitations and recommendations provide how the study could be improved and the author believes that the results of the study could help both business and academic fields. |
