The roles of brand community and community engagement in building brand trust on social media.

•Models how consumers’ relationships with four elements of a brand community based on social media influence brand trust.•Three of the four relationships positively influence brand trust.•Customer-other customers’ relationships negatively influence brand trust, which is counter intuitive.•Engagement amplifies the strength of relationships consumers have with element of brand community.•Engagement has moderating effect in translating the effect of such relationships on brand trust.