Interpersonal trust and platform credibility in a chinese multibrand online community: Effects on brand variety seeking and time spent

Kineta Hung, Stella Li, David Tse

Research output: Contribution to journalArticlepeer-review

82 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)99-112
Number of pages14
JournalJournal of Advertising
Volume40
Issue number3
DOIs
StatePublished - Oct 1 2011
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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