Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter

Effectiveness of corporate social media activities in increasing relational outcomes

“…These findings support the assumption that relationship investments generate stronger relationships with customers which in turn increase the company performance in terms of sales, market shares, and profits [78]. Recent research indicates that social media has an influence on relational outcomes which means that social media indeed seems to affect the companies' word of mouth, attitudinal loyalty and customer satisfaction which leads to more relational consumers and brand patronage [22,82]. Drawing upon this research stream, we identified customer focused outcome variables relevant for measuring the impact of different social media management strategies.…”

“…Our research offers substantial implications for both research and industry alike by addressing recent calls for effective social media management strategies [5,82] and analyzing the importance of social media analytics for successful social media community management [97]. Regarding the theoretical contributions, the pursued social media analytics approach addressed economic questions regarding the successful management of social media, the value of social media management applications, and measures for success on social media [97].…”

Understanding Consumer Participation on Companies’ Brand Microblogs

“…Meanwhile, consumer participation corresponds to the third stage, showing that participation may be a positive consequence of the brand attachment process. Moreover, this theoretical perspective is consistent with recent research in the information systems literature, which contends that theories of the consumer-brand relationship may help to understand people's responses to brands in social media or social computing contexts [54]. Malhotra et al [16] further posited that companies' brand microblogs may be more appropriate for building brands than promoting products.…”

One More Time Trust Matters: A Theoretical Investigation of the Role of Technology Mediated Trust in the UTAUT Model

“…For example, the number of Twitter's followers can be considered as an important indicator of the trustworthiness level toward the followed [72], therefore people more influential are also expected to detain a higher number of followers. Pentina [73] discovered that the message intention does not influence the trustworthiness of the sender: this remark is valid for all kinds of Social Networks; in other words, whether an individual or an institution is trustworthiness or not, depends on external causes rather than their posts or tweets. Consequently, there is no need to adjust or reformulate the trustworthiness evaluation statement in response of tweeting/posting activity.…”