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Measuring brand trust in the social media context

Oktay Güzel

Journal of Digital & Social Media Marketing2025https://doi.org/10.69554/soas4651article
ABDC C
Weight
0.50

What the paper says

To increase brand awareness and survive in this ever-changing environment, it is vital for companies to leverage their social media presence to build trust. Although there are tools for measuring trust, existing scales do not account fully for the unique social interactions and follow-up effects specific to social media platforms. This paper addresses this challenge by presenting a carefully selected, ten-item, one-dimensional scale, informed by a series of tests and analyses, to measure brand trust in the social media context. This scale contributes to the theoretical understanding of trust for companies that want to develop their brand on social media platforms. It also provides a practical tool for managers to assess and improve consumer trust. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

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https://doi.org/https://doi.org/10.69554/soas4651

Or copy a formatted citation

@article{oktay2025,
  title        = {{Measuring brand trust in the social media context}},
  author       = {Oktay Güzel},
  journal      = {Journal of Digital & Social Media Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.69554/soas4651},
}

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Measuring brand trust in the social media context

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.