Document Type

Journal Article

Department/Unit

Department of Communication Studies

Title

Interpersonal trust and platform credibility in a Chinese multibrand online community

Language

English

Abstract

Online communities offer attractive opportunities and challenges to advertisers. Using a revised source credibility framework, this study proposes that interpersonal trust and platform credibility are core to consumer search and consumption behaviors that allow advertisers to harvest value from online communities. We postulate that (1) quality Web features, and user instrumental and relational need fulfillment are antecedents of interpersonal trust and platform credibility; (2) interpersonal trust is distinct from, and an important driver of, platform credibility; and (3) both constructs drive a user's online community usage and brand variety seeking behavior. An online survey of 899 consumers in China supports these propositions and offers both research and managerial implications for this new media platform.

Publication Date

11-1-2011

Source Publication Title

Journal of Advertising

Volume

40

Issue

3

Start Page

99

End Page

112

Publisher

Taylor & Francis

DOI

10.2753/JOA0091-3367400308

Link to Publisher's Edition

http://dx.doi.org/10.2753/JOA0091-3367400308

ISSN (print)

00913367

ISSN (electronic)

15577805

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