文章基本信息

标题：Online Behaviour of Social Media Participants’ and Perception of Trust, Comparing Social Media Brand Community Groups and Associated Organized Marketing Strategies
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作者：Klaus Nicholas Schmidt ; Klaus Nicholas Schmidt ; Ms. Kamakshi S. Iyer 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：177
页码：432-439
DOI：10.1016/j.sbspro.2015.02.389
语种：English
出版社：Elsevier
摘要：AbstractThe purpose of this study was to assess social media participants’ perception of similarities and differences of the authenticity and trustworthiness of online advertising versus the authenticity and trustworthiness of respective online brand communities. We were looking at brand communities associated with Social Media that were formed on the basis of specific products or services. We further aimed to assess the trust individual participants in those brand communities obtain in contrast to information provided by companies and their marketing and public relations strategies. Our research then went beyond this comparative discussion in order to assess differences and similarities among individuals across different cultures. We believe that the connection between consumers may be stronger and perceived as equally or more trustworthy than the ‘traditional’ connection between an individual consumer and the information portrayed in marketing or public relations strategies by the company itself. We further believe that cultural differences in perceptions of trust may be minimal or non-existent.
关键词：Social meadia;social networking;social networking sites;brands and advertizing