Determinants of Consumer Perceived Trustworthiness in Digital Advertising of Food and Beverage

Abstract

The advertising industry has been moving toward digital advertising with the help of internet penetration across the world. Importantly, consumers today are exposed to digital advertising with social media advertising becoming one of the most vital channels to get in touch with the consumers. However, consumer trust in social media is reported to be low although trust is not a static concept but changes over time. Hence, this research aimed to study the relationship between social media advertising and consumer perceived trustworthiness among social media users in Malaysia. Consumers' perceived trustworthiness is examined through five dimensions of social media advertising namely personalization, electronic wordof-mouth, interactivity, informativeness, and trendiness. The research employed a quantitative research method and resulted in 415 valid respondents. The statistical results indicated that all dimensions of social media advertising have a significant relationship with consumer perceived trustworthiness. In particular, informativeness, personalization, and electronic word-of-mouth were found to have a stronger association with consumer perceived trustworthiness. These findings added to the existing marketing literature and provided valuable insights for marketers on the ways to enhance consumer perceived trustworthiness through various dimensions of social media advertising. Practically, this study will help the food and beverage industry to understand dominant factors that create consumer trustworthiness while designing their social media marketing interventions to maximize the effect of advertising to survive in a fast-changing and competitive business environment.

Peyuyon Beach tourism branding strategy by Gunungkidul Regency tourism office in increasing tourism

“…When people trust each other they tend to be more open and bonded. According to Baskaran et al, (2021), indicators of consumer trust are formed from three things, namely: honesty in describing a place, responsibility to visitors in the form of safety, and trust that the place has a good reputation. Currently, Peyuyon Beach is often found on social media or in tourist content that shows the cleanliness and beauty of Peyuyon Beach.…”

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“…Beberapa hasil penelitian membuktikan bahwa keputusan pembelian di e-commerce dipengaruhi oleh trust atau kepercayaan (Baskaran et al, 2021;Hidayanto et al, 2014). (Baskaran et al, 2021) membuktikan bahwa pemasaran digital untuk produk food and beverage (F&B) dipengaruhi oleh interactivity, informativeness, personalization, trendiness, dan electronic word of mouth.…”

“…Beberapa hasil penelitian membuktikan bahwa keputusan pembelian di e-commerce dipengaruhi oleh trust atau kepercayaan (Baskaran et al, 2021;Hidayanto et al, 2014). (Baskaran et al, 2021) membuktikan bahwa pemasaran digital untuk produk food and beverage (F&B) dipengaruhi oleh interactivity, informativeness, personalization, trendiness, dan electronic word of mouth. Oleh karena itu, bagi para pengusaha bidang F&B yang ingin memasarkan produknya melalui e-commerce, tidak hanya harus siap berinteraksi dengan calon pembeli, namun juga harus menyiapkan konten yang informatif dan trendi/baru.…”