Trust in social media brands and perceived media values: A survey study in China

Chinese social media platforms such as WeChat, TikTok (Douyin in Chinese), and Weibo have become increasingly popular, attracting large amounts of loyal users outside China. Borrowing theories on brand trust perceived values from Marketing Management, this study examines how influence brands WeChat. Utilizing original survey data collected users, our finds that: (1) perceive five layers using applications, including information value, entertainment networking status organizational communication value; (2) these different effects brands: while value directly affect trust, indirectly through and/or value. Our suggests an important explanation for develops a scale (PMV) that can be used by future researchers.