The Role Of Trust In Creating Positive Word Of Mouth And Behavioral Intentions: The Case Of Online Social Networks

Keywords

behavioral intentions; online social network websites; referrals; satisfaction; trust; word of mouth

Abstract

In the past few years, online social networks (OSNs) have become among the most frequently visited sites on the Internet. Consumers rely on other users’ comments and reviews prior to purchasing products and services; therefore, the role of OSNs in consumers’ decision-making process has become an important marketing phenomenon. Contemporary companies are trying to create online communities and engage users to post positive word of mouth (WOM) in OSNs and build long-lasting relationships with consumers. A review of the literature underlines the role of satisfaction and trust in customer–company relationships. This study examines the relationships between trust, satisfaction, behavioral intentions, and WOM in the OSN context. An online questionnaire was deployed and a structural equation model was implemented to test a theory-driven model. Findings indicate that trust is a vital component for OSN marketing. In online environments, trust tends to have a positive influence on satisfaction, and satisfaction partially mediates the impact of trust on brand behavioral intentions and WOM.

Publication Date

1-2-2015

Publication Title

Journal of Relationship Marketing

Volume

14

Issue

1

Number of Pages

16-36

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/15332667.2015.1006002

Socpus ID

84925936503 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84925936503

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