In the past few years, there is a growing interest among academia and brand marketers related to consumer-brand relationship development in an online brand community. This is in accordance with the growing investment in social media by service organizations towards cultivating and nurturing consumers’ relationship. Airlines brands worldwide are increasingly using social media such as the Facebook page to engage with their existing and potential consumers beyond time and geographical limitations. Scholars have recognized that trust is one of the key elements in forming successful long-term exchange relationships in the online environment. Existing literature, however, has focused more on satisfaction and commitment derived from the social relationship exchange. Thus, a limited study has examined the development of effective relationship trust between consumer and airlines brands in an online brand community context. Since relationship trust is a critical element for an enduring social relationship exchange, the subject warrants urgent and further investigations. Thus, the purpose of this conceptual paper is to propose the connection between perceived privacy concern, effective relationship trust, and related risk. Additionally, it intends to suggest perceived benefit and risk-taking behavior play as significant moderators in influencing the relationship between the selected constructs. Several theoretical and managerial implications are also discussed.
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In-Text Citation: (Ngelambong, Nor, Abdullah, & Kamal, 2018)
To Cite this Article: Ngelambong, A., Nor, N. M., Abdullah, D., & Kamal, S. B. M. (2018). Perceived Privacy Concern, Affective Relationship Trust and Relationship Risk in Airlines Brand Online Community: The Moderating Role of Perceived Benefit and Risk-Taking Behavior. International Journal of Academic Research in Business and Social Sciences, 8(15), 68–81.
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