Impact of Social Media Marketing, E-Service Quality and Brand Trust on Online Repurchase Intention: The Mediating Role of Customer Satisfaction

Abstract

The study investigates how social media marketing (SMM), e-service quality (ESQ), and brand trust (BT) influence online repurchase intention (ORI), with customer satisfaction (CS) as a mediator. Data was gathered from 311 Pakistani consumers using online food delivery services. The analysis employed SEM using SPSS and Smart-PLS. Results confirmed that SMM, ESQ, and BT significantly and positively affect ORI, with CS playing a partial mediating role. These findings advance the application of Signaling Theory in digital service marketing and provide practical strategies for enhancing customer retention