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.
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.
Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA
NA - Advances in Consumer Research Volume 46 | 2018
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