Gordon Bowen1, Richard Bowen2

(1. Regent’s University, London, UK; 2. Facebook Inc.)

 

 

Abstract: The aim of this paper was to discuss the impact of brand trust on social media. Brand trust is a fundamental requirement to building trust in the online environment and, by extension, for social media. Underpinning brand trust is the trust-commitment relationship, which builds brand loyalty and influences consumer behavior. Social interaction is the key to building and supporting brand trust in the social media world. Website attributes such as privacy, security, and general design are all contributors to positive social interaction. The involvement by users in social media creates online affectiveness, which is an emotional connection to the social media site. This is an important contributor to end users’ behavioral intentions.

 

 

Key words: online affectiveness; brand; trust; website trust characteristics; models on trust; trust in the

online environment

 

JEL code: M370