Consumer Trust in User ‐Generated Brand Recommendations on Facebook

This study builds on theory to develop a conceptual framework that yields insights into the development of consumer trust toward 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.

Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Simos Chari, George Christodoulides, Caterina Presi, Jil Wenhold, John P. Casaletto Tags: Research Article Source Type: research