This book aspires to make an expedient contribution to the trust-based body of knowledge. Various disciplines analyze the notion of "trust", by addressing it from their own perspectives. The fact that the importance of multilevel and cross-level perspectives is gaining increasing attention in communication management has led to a call for examining trust across levels of communication analysis. The authors approach trust from the standpoint of different sub-branches of communication discipline, including brand management, public relations research, comparative advertising, health communication, political communication and digital communication. In addition, this book provides empirical evidence from a wide range of cases in Turkey, seeking to both reveal the existing situation in details and open up a world of new questions and lines of enquiry to pursue for future research.
Mine Yeniçeri Alemdar-Nahit Erdem Köker - Brand Trust in Social Media: Constituents, Premises and Trust Building Mechanisms
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Mine Yeniçeri Alemdar-Nahit Erdem Köker
Brand Trust in Social Media: Constituents, Premises and Trust Building Mechanisms
Abstract Web-based social media and its management has become an inseparable part of our lives, from personal relations to commercial activities. From a commercial view, corporations should professionally manage the online world to keep their relations and interactions with their existing consumers and toreach potential consumers. One of the most important characteristic features of web based social media is uncertainty. The importance of uncertainty in social media necessitates scholars to discuss issues such as: constituents’ geographical distance, reflection of their authentic identities, and trust.
This study focuses on the issue of brand trust in social media. In the relevant literature, research on trust in the online world and their focus of attention are discussed. Based on these discussions, the following topics are undertaken: trust, brand trust and its premises, virtual brand communities and brand loyalty relation. The objective of this research is to define social media-trust relationship with a holistic approach. As the constituents of social media trust: “P (product) – B (brand) – C (corporation)”, digital media agencies and corporate brand managers, who represent the people in charge of managing, creating and applying strategies of these accounts, generated the data collection units. Results are evaluated and presented with descriptive and content analysis.
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