The study covered by the present paper sought to look into a range of factors affecting the building of trust in brands among social media community groups. For the purpose of the present study, in order to measure the influence of visual content, the authors of the present paper investigated its visual as well as emotional characteristics while factoring in consumer engagement variables. In order to test our hypotheses, two different visual advertisements of an artificial hypothetical apparel brand were created. The robustness of the results was ensured by the findings of the representative consumer survey and a factor and regression analysis. The survey concluded that engagement with the brand-created content by social media community groups may be viewed as a proxy variable when studying the consumer confidence in a brand within consumer groups. The authors of the paper also argue that an image-based content identity does affect the engagement with the content created by a brand within the social network community groups. The difference impact of the cognitive, emotional or behavioral involvement of social media community group members onto the formation of brand trust is revealed.

中文翻译：

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品牌视觉内容对社交媒体社区群体中消费者信任度的影响

本论文所涵盖的研究旨在探讨影响社交媒体社区群体对品牌建立信任的一系列因素。出于本研究的目的，为了衡量视觉内容的影响，本文的作者在考虑消费者参与变量的同时调查了其视觉和情感特征。为了测试我们的假设，我们制作了两个不同的虚拟服装品牌视觉广告。代表性消费者调查的结果以及因子和回归分析确保了结果的稳健性。调查得出的结论是，在研究消费者群体中消费者对品牌的信心时，社交媒体社区群体对品牌创建内容的参与可能被视为代理变量。该论文的作者还认为，基于图像的内容身份确实会影响与品牌在社交网络社区群体中创建的内容的互动。揭示了社交媒体社区群体成员的认知、情感或行为参与对品牌信任形成的不同影响。