Research on the commercial influence of social currency on perceived quality

Abstract

The electronic age has transformed consumers into knowledge disseminators. Instagram provides a good platform for consumers, and the interaction between consumers has become a new channel for receiving business information. How consumers comment on brands has become much more important than the active communication of brands in the past. This study aimed to the commercial influence of social currency on consumers' perception of product and service qualit y using the framework of social currency as an Internet generation brand measurement to find out the degree of correlation. The research results show that different levels of interaction in the social currency resulted in different levels of relationships. Higher levels of interaction could lead to the formation of higher level relationships such as a sense of belonging and identity. In addition, electronic word of mouth had positive impact on perceived quality through brand trust. Finally, consumers on onl ine community platforms had a greater impact on perceived service quality than perceived product quality.