... and consumer trust in driving sustainable value creation through these initiatives. Design/methodology/approach A quantitative research design was employed using survey data from 326 online respondents, mainly young and educated females. A structured questionnaire with Likert-scale items adapted from...

...Saeed Tabar; Gelareh Towhidi; Sajon Dhar; Brad Prince Purpose This research investigates the impact of opinion leadership and consumer feedback on consumer trust in vendors. The primary goal is to determine whether opinion leaders can affect consumer trust toward their recommended vendors through...