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

作者：

Highlights：

• Consumers’ brand trust can be transferred from their trust in other consumers and marketers in social media brand community (SMBC).

• Consumer engagement partially mediates the process of trust transfer.

• Consumer engagement in SMBC has a positive effect on brand trust. This effect is moderated by consumers’ device preference to access SMBC.

摘要

•Consumers’ brand trust can be transferred from their trust in other consumers and marketers in social media brand community (SMBC).•Consumer engagement partially mediates the process of trust transfer.•Consumer engagement in SMBC has a positive effect on brand trust. This effect is moderated by consumers’ device preference to access SMBC.

论文关键词：Consumer engagement,Brand trust,Trust transfer,Consumer-to-consumer trust,Consumer-to-marketer trust

论文评审过程：Received 24 March 2017, Revised 24 January 2018, Accepted 24 February 2018, Available online 16 March 2018, Version of Record 16 March 2018.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2018.02.006