January 2021
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... Trust has been shown to enhance customer engagement dimensions such as cognitive involvement, emotional attachment, and behavioral participation (van Tonder & Petzer, 2018). For example, in social media contexts, trust increases the likelihood of consumer interaction with brand content, contributing to higher levels of engagement and loyalty (Qian & Zou, 2021;Sukamdewi & Prihatsanti, 2018). Accordingly, the hypothesis is articulated as: H4: Trust significantly influences customer engagement. ...
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January 2021