How to Build Consumer Trust: Socially Responsible or Controversial Advertising

Bachnik, Katarzyna; Nowacki, Robert

doi:10.3390/su10072173

Cited by 21 publications

(12 citation statements)

References 103 publications

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“…Advertising as a communication tool that elicits lots of attention and emotions is a big part of the trust-building process and influences the receptiveness of the message. Companies undertake various efforts to make their messages more attractive to recipients and seek new ways of attracting customers' attention [54]. Authors Poornima, Saumya and Umesh [34] suggest that, due to the number of internet users worldwide rapidly increasing, along with its use by all age groups and all types of people, the internet has become one of the major communication mediums and most contemporary companies and organisations rely on digital advertising and marketing techniques to improve their overall sales and revenue.…”

Section: Discussionmentioning

confidence: 99%

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Consumer Perception of Modern and Traditional Forms of Advertising

et al. 2020

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If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms. Therefore, our goal was to conduct a survey on the attitude of customers in Slovakia to several modern and traditional forms of advertising, which are used by companies for their visibility. Data were obtained from the questionnaires filled in by 244 respondents. We were interested in opinions on advertising oversaturation, the influence of advertising, annoyance by advertising, and credibility of advertising. In each of four topics, we investigated opinions on 21 different types of advertising, using non-parametric tests to determine the significance of differences, which means we used inductive statistics. According to respondents, the advertising on social networks has a higher influence than most other types of advertising. At the same time, it is not one of the most trusted forms, nor one of the most bothering forms. The right marketing strategy choice concerning time, money, form, and efficiency is a key factor to companies. Therefore, it is important for companies to use the right form or combination of forms of advertising to make themselves known depending on the type of product and its target group. To increase the sustainability of a company in the market, it is important to use the right form or combination of forms of advertising considering the product and the target group.

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Section: Discussionmentioning

confidence: 99%

“…Secondly, there is a constant tendency of consumers to distrust advertising. To close the gap, companies are testing various ways of how to influence customer perceptions of advertisements and how to relate to their values [54].…”

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confidence: 99%

Consumer Perception of Modern and Traditional Forms of Advertising

et al. 2020

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“…Organizational legitimacy is a firm performing an appropriate actual role that aligns with social norms, values, and beliefs. Trust is the confidence that a firm is occupying a specific role and performing in a manner consistently meeting or exceeding the social expectations (of the actual role) [112,113]. In line with theoretical research, the following hypothesis is presented: Hypothesis 7 (H7).…”

Section: Organizational Legitimacy and Consumer Trustmentioning

confidence: 94%

Fair or Unfair: The Moderating Effect of Sustainable CSR Practices on Anticipatory Justice Following Service Failure Recovery

2018

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This paper investigates the relative effect of anticipatory justice on organizational legitimacy and consumer trust that further leads to consumer citizenship behavior following service failure recovery in Taiwan. Further, the moderating role of sustainable corporate social responsibility (CSR) practices is explored. A causal relationship and survey design with a valid sample of 269 respondents was applied. Findings indicated that organizational legitimacy and consumer trust can be restored through anticipatory justice, in particular interpersonal justice and then further mediated consumer citizenship behavior. As a moderator, a high level of sustainable CSR practices had a significantly stronger effect on anticipatory justice and organizational legitimacy than the low level one but only had an effect on interpersonal justice and consumer trust after service recovery. Practical implications are provided for service providers. The value of this research proposes an integrated model with organizational legitimacy and sustainable CSR practice that has not yet been tested in the model of service recovery. In addition, sustainable CSR practice is proposed as a moderator (high and low) that is compared in the level of strength of the relationships. This moderation effect has not been found previously in the process of service recovery.

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“…The extent to which the media pursue “news effect”. Due to the pursuit of economic benefits, especially some “we media” sometimes repeatedly spread or exaggerate Chinese milk powder safety accidents in order to gain consumers’ attention [ 35 ]. Negative reputation will cause social panic and cannot play the role of market supervision [ 36 , 37 ].…”

Section: Theoretical Basis and Research Assumptionsmentioning

confidence: 99%

The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder

Cao

2020

Healthcare

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Infant milk powder has always been one of the food categories most sensitive to safety reputation information. The safety reputation of Chinese infant milk powder has been seriously damaged due to the occurrence of safety accidents and the resulting consumers’ still-unrestored confidence is an important factor which restricts the dairy industry revitalization. Therefore, this paper analyzes the impact of reputation information on the formation of safety trust in Chinese infant milk powder, taking reputation information transmission as the starting point and consumer psychological perception as the researching perspective. A questionnaire survey was conducted and 685 valid questionnaires were collected. The structural equation model is adopted to verify the theoretical model and corresponding research hypothesis that reputation information affects the safety trust of Chinese infant milk powder. The reputation information transmitted between relatives and friends has a stronger effect on the formation of safety trust in Chinese infant milk powder than the media. The degree of media pursuit of “news effect” and negative word-of-mouth have a significant negative impact on the formation of safety trust in Chinese infant milk powder, while reputation quality, positive word-of-mouth and relationship strength have a significant positive impact on that. The quality of word-of-mouth perceived by consumers from highly involvement group, rational group, urban group and high-educated group has a stronger influence on the formation of safety trust. The degree of media pursuit of “news effect”, positive word-of-mouth, negative word-of-mouth and relationship strength perceived by consumers from low involvement group, emotional group, rural group and low-educated group have stronger influence on the formation of safety trust.

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How to Build Consumer Trust: Socially Responsible or Controversial Advertising

Cited by 21 publications

References 103 publications

Consumer Perception of Modern and Traditional Forms of Advertising

Consumer Perception of Modern and Traditional Forms of Advertising

Fair or Unfair: The Moderating Effect of Sustainable CSR Practices on Anticipatory Justice Following Service Failure Recovery

The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder

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