Exploring the effects of trust and perceived values on consumer brand-related activities (COBRAs): a study of LINE and Facebook users in Japan

Abstract This study investigates how perceived values of social media platforms influence consumers’ online brand-related activities (COBRAs), focusing on the role of trust. Research has indicated that trust in social media platform brands has been linked to some perceived values. However, research has typically been examined this relationship at a single point in time and has not sufficiently explored the connection between trust and the emerging values of remuneration and empowerment in the context of social media. Trust develops over time, and the perceived value involved in extrinsic incentives can undermine trust in the platform. Moreover, the impact of trust on COBRAs remains unclear. Data were collected via an online survey of Japanese users of LINE and Facebook. Findings from the partial least squares structural equation modeling (PLS-SEM) reveal that trust positively influences COBRAs on both platforms. Remuneration and empowerment were found to enhance COBRAs directly; however, their effects on trust were not supported, contrary to initial expectations. This study strengthens existing research findings on the unique role of remuneration and empowerment, while highlighting the importance of trust in shaping consumers’ engagement behavior on social media. Practical insights are offered for leveraging trust and perceived values to enhance advertising and brand engagement strategies.