The influence of online and offline brand trust on consumer buying intention

Nosi, Costanza; Pucci, Tommaso; Melanthiou, Yioula; Zanni, Lorenzo

doi:10.1108/emjb-01-2021-0002

Cited by 22 publications

(19 citation statements)

References 87 publications

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“…As a result, employing Indian SMIs could be a useful way for brands to convey information, raise users' exposure to their products, strengthen trust, and increase sales. Influencers can help businesses to build personal contacts with and provide information to their prospective customers (Nosi et al, 2021).…”

Section: Discussionmentioning

confidence: 99%

Let's Buy With Social Commerce Platforms Through Social Media Influencers: An Indian Consumer Perspective

et al. 2022

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The COVID-19 pandemic has had a substantial impact on the retail industry around the globe, including in the vast market of India. The response to the pandemic required stores to close and develop new ways to approach shoppers more efficiently. The worldwide usage of social media enabled the growth of social commerce (s-commerce). Influencers on s-commerce platforms use live broadcasting on their channels to promote endorsed products. The features of s-commerce influencers enhance users' trust in the online community and s-commerce intention, impacting their online purchasing intentions. In this study, we collected data from 379 Indian consumers to test the measurement and structural model using Partial Least Square-Structural Equation Modeling (PLS-SEM) to verify our conceptual framework. We found that trust in the online community and s-commerce intention are antecedents of online purchase intentions. Additionally, the results demonstrate that trust in Indian social media influencers and s-commerce intentions are vital for boosting consumers' purchase intention, verifying the hypothesized mediating effect of these factors. Based on these results, we suggest several managerial actions that could enhance the value of s-commerce for franchises, executives, e-retailers, and e-marketplaces.

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Section: Discussionmentioning

confidence: 99%

Let's Buy With Social Commerce Platforms Through Social Media Influencers: An Indian Consumer Perspective

et al. 2022

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“…Trust is commonly defined as the consumer's confident anticipation that the service provider will demonstrate dependability and fulfil its commitments reliably (Sirdeshmukh et al, 2002). Trust depends on the belief that the service provider is a reliable and trustworthy partner (Nosi et al, 2022). This study tests the potential buffering effect of prior trust in double deviation experiences.…”

Section: The Buffer Effect Of Prior Trustmentioning

confidence: 99%

Does prior trust work as a buffer? Examining the impact of perceived betrayal on customer responses to a double deviation

Temessek Behi,

Ben Dahmane Mouelhi,

Chaouali

2023

EMJB

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PurposeThis study aims to explain customer reactions to a double deviation by examining the moderating role of prior trust in peer-to-peer (P2P) accommodation platforms on the relationship between perceived betrayal and negative outcomes such as negative word-of-mouth (NWOM), vindictive complaining and patronage reduction.Design/methodology/approachAn online survey was used to obtain a sample of 246 respondents familiar with P2P accommodation platforms. The model was tested using SmartPLS.FindingsThe results showed a positive correlation between perceived betrayal and NWOM, vindictive complaining and patronage reduction. Unexpectedly, prior trust had positive moderating effects. High levels of prior trust caused more negative customer reactions than low levels of prior trust.Practical implicationsThe findings of this study caution firms about the potential risks to rely on the forgiveness and tolerance of highly trusted customers who may retaliate fiercely to double deviations.Originality/valueThis research unveils the prior trust paradox. Customers' prior trust magnified the negative impact of double-deviation experiences. This study contributes to the service-recovery literature by questioning the buffer effect of prior trust in the context of a double deviation.

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“…The livestreaming feature on social media can be used by marketers to build consumer engagement so as to create consumer confidence in the brand (Wongkitrungrueng & Assarut, 2020). Consumer trust in an online brand significantly affects consumers' positive attitudes (Nosi et al, 2021). Consumer trust can be formed from the good credibility of a product and brand that can produce a positive consumer attitude (Tseng et al, 2022).…”

Section: Trustmentioning

confidence: 99%

The Positive Role of Attitude Toward of Vendor in Mediating the Relationship Between Vendor Cognition and Advertise Cognition on Vendor Usage Intention

Farhanah

Haryanto

2022

jeb

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This article aims to explain the influence of vendor cognition and advertise cognition on vendor usage intention mediated by positive attitude towards of vendor. The literature review was conducted to identify the variables that build the conceptual model. The expected findings are that there is a positive relationship between vendor perception and positive attitude towards vendor usage intentions and a positive relationship between advertise cognitive and positive attitude towards vendor usage intentions. This study also explains the dimensions of familiarity, credibility, and trust that produce vendor cognition. Furthermore, this study also explains the dimensions of entertain, creativity, and informative that produces advertise cognition. This study provides an alternative conceptual model in the field of consumer behavioral. Researchers hope this research can provide an understanding to wedding marketers to design effective marketing strategies to influence potential consumers. This paper is also expected to contribute theoretically, practically and possibly can be used for future studies.

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The influence of online and offline brand trust on consumer buying intention

Cited by 22 publications

References 87 publications

Let's Buy With Social Commerce Platforms Through Social Media Influencers: An Indian Consumer Perspective

Let's Buy With Social Commerce Platforms Through Social Media Influencers: An Indian Consumer Perspective

Does prior trust work as a buffer? Examining the impact of perceived betrayal on customer responses to a double deviation

The Positive Role of Attitude Toward of Vendor in Mediating the Relationship Between Vendor Cognition and Advertise Cognition on Vendor Usage Intention

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