Porter, Constance Elise; Donthu, Naveen - In: Management Science 54 (2008) 1, pp. 113-128
the role of a firm's efforts in cultivating trust and harvesting value for themselves via the virtual communities that … embeddedness, and to encourage interaction foster favorable customer beliefs about and trust in a virtual community sponsor …. Further, we hypothesize that trust motivates customers to behave relationally toward the sponsoring firm by sharing …