Little empirical research has been conducted to demonstrate the role of eWOM in brand value co-creation or brand trust change. Further, whether this brand value co-creation and brand trust change resulting from SNS-based brand eWOM actually lead to consumers’ purchase decision making is largely unknown. This study addresses these literature gaps through empirical research based on See-To and Ho’s (2014) model which theorized the inter-relationship between value co-creation, brand trust, and eWOM
