Author(s): Minimol M C
The proposed study provides an insight into the consumer trust social networking sites, ultimately on user generated brand recommendations, and also investigating the role of ad-scepticism. The work contributes to a better understanding of trust development in social networking sites. Specifically, the study reveals that not all dimensions of trustworthiness are equal. The individual user characteristic varies according to the person. The major finding is that, high degrees of trust toward user generated brand recommendations can be generated on the basis of high trust toward the social networking sites and ad-scepticism. Consumer trust the user generated brand recommendations based on the individual’s trust in the particular social networking platform, and the level of ad-scepticism