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



Share Proceeding

Featured papers

See More

Featured

The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure

Kamila Sobol, Concordia University, Canada

Read More

Featured

When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals

Olya Bullard, University of Winnipeg

Read More

Featured

Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction

Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.