...Rujing Xin; Yi Jing Lim Purpose This study investigated how Generation Z adopted brand messages through trending topics and analysed the central and peripheral routes of information adoption. It explored the roles of informational and emotional supports in influencing information adoption through...

... to social commerce websites mainly from trust in information generated by companies, while Generation Z transfers trust mainly from information generated by users. Finally, Generation Y, in contrast to previous findings about millennials, develops trust based on company-generated information to an even...