Building consumer engagement and digital trust in social media

Abstract

Social media provide a place of development for many companies. It is therefore crucial to build a committed group of customers that allow for continuous development. Modern technologies can increase trust in online activities. This creates more opportunities to introduce innovative activities and expand them. By offering cooperation with external entities, companies can reach a larger group of stakeholders and build a group of potential consumers. Growing digital trust is conducive to the introduction of innovative solutions in social media that arouse the interest of new consumers. Digital trust can play a vital role in creating relationships and building engagement with consumers. Against this background, this chapter examines the perception of digital trust and building consumer engagement in social media. It describes a survey on social media activity as well as consumer engagement and digital trust. Data from 450 users of social networks were collected using a questionnaire. The results show that digital trust, consisting of trust and technology, has a significant impact on social media activity. Respondents are more willing to engage in the activities of their preferred companies on the internet if they have confidence in both the chosen brand and digital trust.