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

Mingmin Zhang, Ping Xu, Yinjiao Ye

Abstract: Highlights•Chinese social media brands such as WeChat and Tiktok attract trusting users worldwide.•An original survey was conducted in China to explore determinants for trust in such social media brands.•Perceived media values (PMV) contribute to trust in social media brands in China.•Entertainment value, social networking value and social status value directly and positively affect social media brand trust.•Information value and organizational communication value indirectly affect social media brand trust.