Journal article 902 views
A study of trust over time within a social network mediated environment
Adrian Palmer,
Qunying HUO
Journal of Marketing Management
Swansea University Author: Adrian Palmer
Abstract
Trust is central to many marketing models, however, few studies have measured its components over time. Many longitudinal studies have relied on retrospective recall. This study builds a theory of trust development and undermining over time within the context of social-network media.An inductive stu...
| Published in: | Journal of Marketing Management |
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| Published: |
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa13917 |
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| Abstract: |
Trust is central to many marketing models, however, few studies have measured its components over time. Many longitudinal studies have relied on retrospective recall. This study builds a theory of trust development and undermining over time within the context of social-network media.An inductive study phase used phenomenological webnography to build a theory of trust development. 352 peer-review comments were analysed over six years. Outcomes of this phase informed subsequent deductive tests. Four dimensions of trust emerged - ability, benevolence, integrity and predictability – with different salience over time. Ability, a cognitive-based dimension, was important in initial trust-building. Integrity and predictability, linked to the brain’s emotion area, became important later. Undermining of trust was a shorter process than its development. |
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| Item Description: |
2nd author Qunying HUO |
| Keywords: |
Trust, Brands, Word-of-Mouth, Social network media, Webnography |
| College: |
Faculty of Humanities and Social Sciences |