• Mrs.R.Hemapriya
• Dr.K.Pavithra

The rapid growth of social media has radically transformed brand communication, making advertising on these platforms an essential tool for building strong customer relationships. This study examines the role of consumer trust in strengthening these relationships through social media advertising. Primary data were collected from 100 respondents using a structured questionnaire and analysed using descriptive statistics, chi-square tests, and multiple comparison analysis (Tukey-HSD). The results show that, despite high consumer activity on social media platforms, their perception of advertising on these platforms in terms of informational value, credibility, engagement, and reliability remains moderate. Factors such as transparency, positive reviews, influencer marketing, and personalized content contribute to building trust, but their influence remains limited. The findings also suggest that demographic variables such as age and education level have little impact on most perceptions of social media advertising. Only age shows a significant effect on engagement: younger consumers exhibit a slightly stronger emotional connection with brands they trust. Overall, the study highlights that consumer trust is a crucial, yet fragile, element in strengthening brand-consumer relationships.

Social media, Communication, Consumer trust

"THE ROLE OF CONSUMER TRUST IN STRENGTHENING BRAND–CONSUMER RELATIONSHIPS THROUGH SOCIAL MEDIA ADVERTISING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.d576-d580, January-2026, Available :http://www.jetir.org/papers/JETIR2601374.pdf

"THE ROLE OF CONSUMER TRUST IN STRENGTHENING BRAND–CONSUMER RELATIONSHIPS THROUGH SOCIAL MEDIA ADVERTISING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. ppd576-d580, January-2026, Available at : http://www.jetir.org/papers/JETIR2601374.pdf