How does consumer-to-consumer community interaction affect brand trust?

How does consumer-to-consumer community interaction affect brand trust?

This article seeks to study how the extensive usage of social networking sites (SNSs) and interaction in consumer-to-consumer (C2C) communities influence brand trust. Social networking sites have impacted internet commerce in a technologically advanced era; it connects global users. Social media ads...

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Bibliographic Details
Main Authors: Muhammad Tabish, Zhang Yu, George Thomas, Syed Abdul Rehman, Muhammad Tanveer
Format: Article
Language:English
Published: Frontiers Media S.A. 2022-09-01
Series:Frontiers in Environmental Science
Subjects:
consumer-to-consumer
brand trust
social capital theory
media richness theory
virtual community
Online Access:https://www.frontiersin.org/articles/10.3389/fenvs.2022.1002158/full

Internet

https://www.frontiersin.org/articles/10.3389/fenvs.2022.1002158/full

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