The roles of brand community and community engagement in building brand trust on social media
作者：
Highlights：
• Models how consumers’ relationships with four elements of a brand community based on social media influence brand trust.
• Three of the four relationships positively influence brand trust.
• Customer-other customers’ relationships negatively influence brand trust, which is counter intuitive.
• Engagement amplifies the strength of relationships consumers have with element of brand community.
• Engagement has moderating effect in translating the effect of such relationships on brand trust.
摘要
•Models how consumers’ relationships with four elements of a brand community based on social media influence brand trust.•Three of the four relationships positively influence brand trust.•Customer-other customers’ relationships negatively influence brand trust, which is counter intuitive.•Engagement amplifies the strength of relationships consumers have with element of brand community.•Engagement has moderating effect in translating the effect of such relationships on brand trust.
论文关键词：Brand community,Social media,Community engagement,Brand trust,Consumer centric model,Facebook
论文评审过程：Available online 21 May 2014.
论文官网地址：https://doi.org/10.1016/j.chb.2014.04.016
