The influence of online and offline brand trust on consumer buying intention

Purpose The study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers, bloggers, online retail platforms and brand-related user generated content. Furthermore, it examines the influences that offline and online brand trust exert on consumer buying intention. Design/methodology/approach A convenience sample of 3,335 total individuals...