Mpact of Social Media Usage on Organisational Image Mediated by Customer Trust

He purpose of this study is to examine the impact of social media usage (information search, marketing & branding and customer relations) on organizational image mediated by customer trust. A sample size of 243 respondents were selected using convenient sampling technique among those who are actively purchasing online platforms in Malaysia. The questionnaire with a 5 point Likert-Scale was used to collect the data. The data was analysed using structural equation modelling via AMOSE software. The result shows that social media usage has no significant impact on organizational image. Also social media usage has no significant impact on customer trust except information search of social media usage. However this study found that level of trust has a positive and significant impact on organizational image suggesting that when level of trust increases, the perceived organizational image also enhanced among the customers. Therefore managers and decision makers must ensure customer‟s level of trust is build and developed and maintained to improve organizational image. This research could improve further with the use of qualitative research approach by conducting interview or an observation, or can conduct an experimental research design where groups of respondents may be put under observation with different context. This could be more accurate than just expressing or rating a scale questionnaire. This will also enable researchers to avoid any baseness in completing a survey questionnaire. Also this research will enhance its result if focus on one particular industry where by identifying social media users regularly to respond the items included in the questionnaire. Also revising the social media usage items could further improve by using technology acceptance model variables.