Antecedents of trust in user-generated brand recommendation on facebook - A study among Vietnamese consumers
Abstract
This study aims to identify the antecedents of Trust in User-Generated Brand Recommendation. Based on the original model, in which Trust toward User- generated Brand Recommendation is affected by Trust Facebook Friends, the proposed model integrates some contributing factors namely Tie Strength, Perceptual Affinity and Source Credibility. Valid responses were collected from 403 participants for data analysis process including CFA and SEM. The finding of the study showed that Source Credibility, Tie Strength, Perceptual Affinity and Trust Facebook Friends had positive impact on Trust in User-Generated Brand Recommendation. Although four independent factors including Benevolence, Integrity, Ability, and Propensity to Trust were supposed to affect Trust Facebook Friends from previous studies, it was proved that the last three factors exerted influence on Trust Facebook Friends. The findings of this studies might provide an insight into online trust as well as trust in brand recommendation and have important implications for marketers and companies when it comes to developing trust from customers.
Key words: online trust, trust toward user-generated brand recommendation, source credibility, tie strength, perceptual affinity, propensity to trust, integrity, ability, trust facebook friend.
Paper type: Research paper