sandersw [at] usc [dot] edu
Scott Sanders studies the development of trust, the evaluation and management of information, and the effect of inauthentic communication within online brand communities. Specifically, he is interested in how consumers evaluate the credibility of user-generated content and how interaction within online brand communities influences credibility, trust, and brand loyalty. He hopes through his research to discern best practices that will allow companies to honestly engage enthusiastic customers and build mutually rewarding relationships. Scott came to USC Annenberg after receiving his MA in communication from the Purdue University where his masters research examined how young, urban Chinese use mobile phones to manage personal relationships. He is active in several research projects conducted by the Annenberg Program on Online Community and likes to mountain bike in his spare time.