The Impact of Social Media Advertising on Purchase Decisions: A Field Study on the Role of Trust and Advertising Preference

Abstract

The rapid expansion of social media platforms has reshaped modern marketing, making digital advertising a central tool in influencing consumer behavior and purchase decisions. This study examines the impact of social media advertising on purchasing decisions among users in Wasit Governorate, focusing on the role of trust in advertising content and the preference between digital and traditional advertising. A descriptive survey method was used, and data were collected through an online questionnaire completed by 138 participants. The results show a significant influence of digital advertising in encouraging consumers to make purchase decisions, and findings indicate that advertising preference is linked to the perceived level of influence. However, no statistically significant relationship was found between income level and responsiveness to digital ads, nor were gender differences noted in trust toward advertising content. The study concludes that trust is a key determinant of consumer responsiveness and recommends enhancing content quality, transparency, and the strategic use of influencers.