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Social Word Of Mouth: How Trust Develops in the Market

Lookup NU author(s): Dr Nick Hajli, Dr Yichuan Wang

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Abstract

© Warc 2014 Warc Ltd. Consumer trust is essential for a business to successfully promote new products and services. This paper develops a trust model from a social commerce perspective by investigating the influence of social commerce constructs on consumer trust in new products and services. By using an empirical study, the results of this research indicate that social commerce constructs could be measured using three dimensions; these are recommendations and referrals, ratings and reviews, and forums and communities. Furthermore, social commerce constructs have a significant positive influence on consumer trust in new products and service. Alternatively, social commerce constructs could generate social word of mouth among potential customers regarding new products and services; this in turn can shape consumer trust. The theoretical and practical implications of these results are discussed.


Publication metadata

Author(s): Hajli N, Lin X, Featherman M, Wang Y

Publication type: Article

Publication status: Published

Journal: International Journal of Market Research

Year: 2014

Volume: 56

Issue: 5

Pages: 673-689

Print publication date: 22/09/2014

Acceptance date: 01/01/1900

ISSN (print): 1470-7853

ISSN (electronic): 2515-2173

Publisher: World Advertising Research Center Ltd.

URL: http://ssrn.com/abstract=2476103

DOI: 10.2501/IJMR-2014-044


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