Abstract
Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted of 927 Brazilian social media users (Facebook subscribers). The results showed the following: (1) the emotional response to advertising on social media had a positive influence on brand evaluation; and (2) consumer trust had a positive influence on brand evaluation and emotional response to advertisements on social media. It is possible to conclude that consumer trust is the key variable to a positive emotional response to advertisements on social media and to a positive brand evaluation. Finally, this study demonstrates that companies must measure the emotional response to advertising in their social media activities as a way of enhancing brand evaluation.
Highlights
CONSUMER TRUST IN THE ONLINE ENVIRONMENTStudies of consumer trust have been gaining in importance for both academia and companies to better understand the relationships between organizations, their members and consumers
Social media is becoming an important part of an organization's media strategy
The dimensionality of the constructs was verified by Exploratory Factor Analysis (EFA) with extraction of the main components and an Oblimin rotation with indicators of the three constructs (Table 1)
Summary
Studies of consumer trust have been gaining in importance for both academia and companies to better understand the relationships between organizations, their members and consumers. Vulnerability and risk are present in the online environment In this environment, online trust is increasingly important as a subject of study and its influence on the strategies of internet marketing has been gaining prominence (URBAN et al, 2009). Delgado-Ballester and Munuera-Aleman (2005) found that brand trust influences the brand evaluation (equity in that study) through an increase in brand loyalty. Brand trust may have a positive impact on the reaction of the consumer to the brand advertisements on online social media, and, in the same way, brand trust may increase the consumer’s evaluation of the brand. H2 - Consumer trust has a positive influence on brand evaluation
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