12A Does Social Media Deform the Formation of Interpersonal Trust?

This empirical study examines the role of trust in the context of Social Media Influencer (SMI). Using structural equation modelling, the preliminary results indicate that SMI’s ability is a significant antecedent of the consumers’ trust in SMI, which in turn positively affects consumers’ purchase intention.


Rabea Schrage, Sebastian Danckwerts, Svenja Rademacher, and Peter Kenning (2019) ,"12A Does Social Media Deform the Formation of Interpersonal Trust?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 988-988.


Rabea Schrage, Heinrich-Heine-University, Germany
Sebastian Danckwerts, Heinrich-Heine-University, Germany
Svenja Rademacher, Heinrich-Heine-University, Germany
Peter Kenning, Heinrich-Heine-University, Germany


NA - Advances in Consumer Research Volume 47 | 2019

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