Brand Communication Through Social Media Influencers: Trust Building and Trust Transfer Mechanisms
Journal of Business Communication
Published online on June 07, 2024
Abstract
International Journal of Business Communication, Ahead of Print.
By leveraging the trust they have instilled in followers, social media influencers open up new brand communication opportunities. Drawing on interpersonal and brand trust theories, this study conceptualizes influencer trust as a relational, ...
By leveraging the trust they have instilled in followers, social media influencers open up new brand communication opportunities. Drawing on interpersonal and brand trust theories, this study conceptualizes influencer trust as a relational, ...