Trust transfer in social media brand communities : The role of consumer engagement

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

83 Scopus Citations
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Detail(s)

Original languageEnglish
Pages (from-to)1-13
Journal / PublicationInternational Journal of Information Management
Volume41
Online published16 Mar 2018
Publication statusPublished - Aug 2018

Abstract

Social media brand communities (SMBCs) provide firms with a potential tool to develop brand relationships. The goal of this study is to understand the value of an SMBC to that brand by examining how the community contributes to one of the central brand relationship variables—brand trust. From the perspective of trust transfer, this study considers whether and how consumer trust in a brand can be transferred from other trusted parties in the SMBC, and the mediation of consumer engagement in this process. Based on a survey of 279 SMBC participants, this study demonstrates that consumer-to-consumer trust and consumer-to-marketer trust have positive impact on consumer engagement, which subsequently influence brand trust. Also the device usage was found to moderate the impact of consumer engagement on brand trust.

Research Area(s)

  • Brand trust, Consumer engagement, Consumer-to-consumer trust, Consumer-to-marketer trust, Trust transfer