Bhattacharya, Prithwa, Ayertey, Samuel, Appiah, Kenneth, Tariq, Hassan and Panditharathna, Roshan (2025) Acquiring trust in the digital age: the potential of social media to boost small and medium-sized businesses’ competitiveness. In: Panditharathna, Roshan, Hyams-Ssekasi, Denis and Bamber, David, (eds.) Contemporary marketing solutions: strategies for growth in a competitive consumer landscape. Palgrave Macmillan, Cham, Switzerland, pp. 35-53. Full text not available from this repository.
(Contact the author)Abstract
Given that consumer tastes are diversifying and becoming more focused on aspects of credence, trust in information emanating from a company is becoming increasingly important. Consumers’ faith in businesses may rise because of social media, which has taken over as the primary platform for Internet communication. The concept of a trust-building mechanism that might take place on business social media pages is empirically investigated in this research. A survey was conducted among social media users in the UK. Structural equation modelling with covariance was used to examine the given data. It shows that trust may be developed towards two items in the interactive setting of business social media pages. Consumer trust is the first, and customer trust in a corporation is the second. The findings also support a link between trust and purchase intent, both of which are dependent on a customer’s willingness to learn more. The outcome can, therefore, be used as a foundation for developing more successful marketing efforts where a corporation is the source of knowledge regarding the credibility (added-value) characteristics of its products.
| Item Type: | Book Section |
|---|---|
| Publisher: | Palgrave Macmillan |
| ISBN: | 9783031746567 / 9783031746574 |
| Departments: | Institute of Business, Industry and Leadership > Business |
| Additional Information: | Samuel Ayertey, Visiting Lecturer, Business, University of Cumbria, UK. Dr Kenneth Appiah, Senior Lecturer in International Marketing, Entrepreneurship, Small Business Management and International Business, University of Cumbria, UK. |
| Depositing User: | Anna Lupton |
| Date Deposited: | 18 Mar 2025 11:05 |
| Last Modified: | 18 Mar 2025 11:16 |
| URI: | https://insight.cumbria.ac.uk/id/eprint/8709 |
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