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

HIGHLIGHTS

• who: September and collaborators from the Gachon University, South Korea Malaysia have published the article: How does consumer-to-consumer community interaction affect brand trust?, in the Journal: (JOURNAL)
• what: The second contribution to this paper is; that the authors proposed the construct of brand trust in online communities. The authors develop the following hypothesis: Media richness and social capital HYPOTHESIS 1. The authors propose that the media richness of Instagram increases the SOVC in the community, so the authors adapt the following hypothesis: influence from other members (Greiner, 2010; Huang et_al, 2017), and by . . .
  

   

  

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