Understanding Trust Formation in Peer-To-Peer Social Commerce

Through a qualitative inquiry, we show how trust is established in an informal shopping context, Instagram. We propose a new dimension to credibility evaluations. Social credibility arises by lurking on Instagram profiles of others to get personal and social cues and implicitly measure the trustworthiness of the subject of interest.



Citation:

Lena Cavusoglu and Deniz Atik (2018) ,"Understanding Trust Formation in Peer-To-Peer Social Commerce", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 503-504.

Authors

Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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