The role of social media marketing content features in building brand trust and influencing purchase decision of healthy food and beverage products

This study investigates the influence of social media marketing content features on consumers' purchase decisions of ready-to-consume healthy food and beverage products. Specifically, it examines the roles of interactivity, informativeness, entertainment, and perceived relevance in shaping brand trust, which in turn affects purchase behavior. Data were collected via an online survey of 241 consumers aged 18–45 residing in Greater Jakarta who engage with related social media content. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results reveal that informativeness, entertainment, and perceived relevance significantly enhance brand trust. However, interactivity does not have a significant effect. Brand trust is shown to have a strong and positive influence on purchase decisions. These findings highlight the importance of delivering informative, relevant, and engaging content in building consumer trust and encouraging purchase behavior within the healthy food and beverage sector.