The Role of Brand Trust on Social Networks: Antecedents and Consequences

Abstract

This study considered the role of the brand trust on Facebook under the influence of the antecedents of customers' perception of digital social responsibility. The consequences are electronic word of mouth (eWOM) and loyalty. This study uses the theory of reaction stimulation (SOR) and social exchange theory (SET) to explain the relationship between digital social responsibility, trust with brands, electronic word-of-mouth (eWOM), and loyalty. Through the survey of 314 Facebook users in Ho Chi Minh City participating in online interaction with the brand’s social responsibility programmes, the results of the PLS-SEM analysis show that the awareness of digital social responsibility has a significant positive influence on the brand trust, eWOM, and loyalty on Facebook.