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...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-09-01
|
| Series: | Frontiers in Environmental Science |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fenvs.2022.1002158/full |
| _version_ | 1811258431626018816 |
|---|---|
| author | Muhammad Tabish Zhang Yu Zhang Yu George Thomas Syed Abdul Rehman Muhammad Tanveer |
| author_facet | Muhammad Tabish Zhang Yu Zhang Yu George Thomas Syed Abdul Rehman Muhammad Tanveer |
| author_sort | Muhammad Tabish |
| collection | DOAJ |
| description | 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 have changed our thinking; new market trends are reshaping the business industry. This study empirically investigates a model based on media richness theory and social capital theory. Using data collected from users who conducted transactions on these sites, a theoretical model was developed to analyze the inspirations behind trust. The results show that Instagram’s media-rich platform enhances social capital and a sense of virtual community between its members, affecting trust. Instagram usage intensity does not immediately affect brand trust, but it has an indirect effect; community trust also positively influences brand trust. This study defines the role of a sense of virtual community (SOVC) and social capital (SC) in C2C communities only. This study delivers insights to managers on how to increase brand trust via SNSs. Prior studies on social commerce do not apply to C2C communities on social media platforms, especially Instagram. This study presents a novel standpoint of social capital and media richness structures as precursors of brand trust in C2C communities. |
| first_indexed | 2024-04-12T18:13:20Z |
| format | Article |
| id | doaj.art-bafa6bba1297408e991920a982e44de8 |
| institution | Directory Open Access Journal |
| issn | 2296-665X |
| language | English |
| last_indexed | 2024-04-12T18:13:20Z |
| publishDate | 2022-09-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Environmental Science |
| spelling | doaj.art-bafa6bba1297408e991920a982e44de82022-12-22T03:21:44ZengFrontiers Media S.A.Frontiers in Environmental Science2296-665X2022-09-011010.3389/fenvs.2022.10021581002158How does consumer-to-consumer community interaction affect brand trust?Muhammad Tabish0Zhang Yu1Zhang Yu2George Thomas3Syed Abdul Rehman4Muhammad Tanveer5Institute of Business Management, Karachi, PakistanSchool of Economics and Management, Chang’an University, Xi’an, ChinaDepartment of Business Administration, ILMA University, Karachi, PakistanDepartment of Marketing, College of Business Administration, Prince Sultan University, Riyadh, Saudi ArabiaDepartment of Business Administration, ILMA University, Karachi, PakistanBusiness Administration Department, Imam Mohammad Ibn Saud Islamic University (IMSIU), Riyadh, Saudi ArabiaThis 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 have changed our thinking; new market trends are reshaping the business industry. This study empirically investigates a model based on media richness theory and social capital theory. Using data collected from users who conducted transactions on these sites, a theoretical model was developed to analyze the inspirations behind trust. The results show that Instagram’s media-rich platform enhances social capital and a sense of virtual community between its members, affecting trust. Instagram usage intensity does not immediately affect brand trust, but it has an indirect effect; community trust also positively influences brand trust. This study defines the role of a sense of virtual community (SOVC) and social capital (SC) in C2C communities only. This study delivers insights to managers on how to increase brand trust via SNSs. Prior studies on social commerce do not apply to C2C communities on social media platforms, especially Instagram. This study presents a novel standpoint of social capital and media richness structures as precursors of brand trust in C2C communities.https://www.frontiersin.org/articles/10.3389/fenvs.2022.1002158/fullconsumer-to-consumerbrand trustsocial capital theorymedia richness theoryvirtual community |
| spellingShingle | Muhammad Tabish Zhang Yu Zhang Yu George Thomas Syed Abdul Rehman Muhammad Tanveer How does consumer-to-consumer community interaction affect brand trust? Frontiers in Environmental Science consumer-to-consumer brand trust social capital theory media richness theory virtual community |
| title | How does consumer-to-consumer community interaction affect brand trust? |
| title_full | How does consumer-to-consumer community interaction affect brand trust? |
| title_fullStr | How does consumer-to-consumer community interaction affect brand trust? |
| title_full_unstemmed | How does consumer-to-consumer community interaction affect brand trust? |
| title_short | How does consumer-to-consumer community interaction affect brand trust? |
| title_sort | how does consumer to consumer community interaction affect brand trust |
| topic | consumer-to-consumer brand trust social capital theory media richness theory virtual community |
| url | https://www.frontiersin.org/articles/10.3389/fenvs.2022.1002158/full |
| work_keys_str_mv | AT muhammadtabish howdoesconsumertoconsumercommunityinteractionaffectbrandtrust AT zhangyu howdoesconsumertoconsumercommunityinteractionaffectbrandtrust AT zhangyu howdoesconsumertoconsumercommunityinteractionaffectbrandtrust AT georgethomas howdoesconsumertoconsumercommunityinteractionaffectbrandtrust AT syedabdulrehman howdoesconsumertoconsumercommunityinteractionaffectbrandtrust AT muhammadtanveer howdoesconsumertoconsumercommunityinteractionaffectbrandtrust |