Gender Differences in Trust Formation in Virtual Communities

Building trust with consumers leads to higher sales, profits, and loyalty, and gender is an important marketing variable. Yet it remains unknown whether gender differences exist in the trust formation process online. Noting the importance of social media in marketing strategy, this study explores how gender affects the process of trust formation online with a survey of 232 virtual community members. By integrating social role theory with the uses and gratifications approach, this study reveals that gender moderates the effect of managerially controlled trust influencers. Managers can use these guidelines to build trust online, considering the role of gender.