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Trust in Communication Management

Edited By Aydemir Okay

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.

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Preface

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The notion of “trust” as an indispensable part of our day-to-day lives has been a perpetual issue in a variety of areas, including personal relationships, jobs, social relationships, mass media, political communication, marketing, and advertising� Consequently, various disciplines analyze this notion, addressing it from their own perspectives� The importance of multilevel and cross-level perspectives is gaining increasing attention in communication management� This has led to a call for examining trust across levels of communication analysis� There is a need to understand trust both within and between the public because methodological difficulties can arise in the absence of a clear multilevel conceptual model� Just as perceptions about an individual’s ability, benevolence, and integrity will have an impact on how much trust the individual can garner, these perceptions also affect the extent to which an organization will be trusted� We can define each of these trustworthiness dimensions so that they could be applied to interpersonal, intergroup, or inter-organizational levels of analysis� At the same time, trust is closely tied to norms, values, and beliefs� Therefore it is critical to understand the self-image and self-definitions of publics� Trust consists of multiple factors at the cognitive, emotional, and behavioral levels, all of which affect an individual’s perception of trust� Affective responses influence how people evaluate their level of trust in another party� It can be said that all three factors of ability, benevolence, and integrity can contribute to trust in a group or organization� Acts of benevolence from a potential partner in a joint...

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