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    Consumer trust in user-generated brand recommendations on Facebook

    Chari, S. and Christodoulides, George and Presi, C. and Wenhold, J. and Casaletto, J.P. (2016) Consumer trust in user-generated brand recommendations on Facebook. Psychology & Marketing 33 (12), pp. 1071-1081. ISSN 0742-6046.

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    Abstract

    The transparency of social web paves the way for user-generated content (UGC) to become a trusted form of brand communication. Research offers little guidance on UGC and trust development in social networking sites (SNS) and has yet to debate the effects of ad-skepticism in the context of UGC and SNS. This study builds on theory to develop a conceptual framework that yields insights into the development of consumer trust towards user-generated brand recommendations (UGBR). A set-theoretic approach using fuzzy-set qualitative comparative analysis is applied to data derived from 303 consumers. The study findings suggest that high levels of trust in UGBR are associated with high levels of trust toward Facebook friends and provide support for the moderating role of ad-skepticism. Benevolence and integrity are found to be necessary/core conditions for the development of trust toward Facebook friends. Ability and disposition to trust are of peripheral importance. The significance of the findings and their implications are discussed.

    Metadata

    Item Type: Article
    Additional Information: This is the peer reviewed version of the article, which has been published in final form at the link above. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: George Christodoulides
    Date Deposited: 23 Nov 2016 11:15
    Last Modified: 12 Nov 2018 01:10
    URI: http://eprints.bbk.ac.uk/id/eprint/15809

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