The role of social presence and trust on customer loyalty

Purpose E-commerce and social media technologies can significantly benefit the food beverage industry by reducing costs, streamlining supply activities, and, most importantly, engaging users in active interaction enhancing presence. This research aims to propose a model examine role of trust presence on loyalty industry. Moreover, mediating is link between examined this study. Design/methodology/approach A survey has been conducted structural model. The tested using equation modelling (PLS-SEM). Findings result indicated effect Social Trust Customer context online shopping. Our finding contributes remarkable insights into industry, particularly COVID-19 era, as more consumers buy through e-commerce platforms. Originality/value study expands understanding managers commerce websites maintaining customer loyalty. Hence, site use develop strategies for building ultimately,