...Tariq Samarah; Pelin Bayram; Hasan Yousef Aljuhmani; Hamzah Elrehail Purpose This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand...

... such as Twitter. The purpose of this paper is to look at the impact of perceived helpfulness of customer representative microblog responses on people's perceptions of brand trust, brand benevolence, brand attitudes and intentions to try or purchase a brand. Design/methodology/approach A field experiment...