Department of Communication Studies
Interpersonal trust and platform credibility in a Chinese multibrand online community
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.
Source Publication Title
Journal of Advertising
Taylor & Francis
Link to Publisher's Edition
Hung, Hing Kun Kineta, Stella Yiyan Li, and David K. Tse. "Interpersonal trust and platform credibility in a Chinese multibrand online community." Journal of Advertising 40.3 (2011): 99-112.