Commitment-trust theory in social media interactions: implications for firms

ABSTRACT Undoubtedly, social media interactions have created phenomenal opportunities for firms, consumers, and brands to engage with one another across the world. These interactions provide marketers with valuable tools to foster deeper connections, personalize experiences, and co-create value with consumers. However, they also pose challenges, including privacy concerns, data security, and misinformation. Drawing from the commitment-trust theory, this research identifies four major opportunities and four significant challenges associated with social media interactions that influence consumer commitment and trust. By developing an integrative theoretical framework and exploring the positive and negative aspects of social media interactions, this research identifies ways to enhance commitment and trust among stakeholders. The research concludes by discussing implications for marketing theory and practice and outlining future research directions.