Effect Of Social Media Review on Trust of Libyan Students Purchasing Digital Products

Abstract

Over recent decades, social media has profoundly reshaped both interpersonal communication and consumer behavior. One area that has attracted increasing academic interest is the role of social media reviews in shaping purchasing decisions. However, despite a growing body of literature, limited attention has been given to how such reviews influence students trust—particularly in relation to buying digital products. This study seeks to address this gap by investigating the extent to which social media reviews affect the trust of Libyan students when making digital purchases. A cross-sectional descriptive design was adopted, utilizing a structured questionnaire informed by established scales from prior research. The questionnaire was disseminated through various social media platforms to reach Libyan student respondents. To analyze the relationships among the key constructs, Structural Equation Modelling (SEM) was applied. The study's outcomes provide valuable insights into how specific attributes of social media reviews contribute to building trust among students, especially within the digital purchasing environment.