Online Behaviour of Social Media Participants’ and Perception of Trust, Comparing Social Media Brand Community Groups and Associated Organized Marketing Strategies

Abstract

The purpose of this study was to assess social media participants’ perception of similarities and differences of the authenticity and trustworthiness of online advertising versus the authenticity and trustworthiness of respective online brand communities. We were looking at brand communities associated with Social Media that were formed on the basis of specific products or services. We further aimed to assess the trust individual participants in those brand communities obtain in contrast to information provided by companies and their marketing and public relations strategies. Our research then went beyond this comparative discussion in order to assess differences and similarities among individuals across different cultures. We believe that the connection between consumers may be stronger and perceived as equally or more trustworthy than the ‘traditional’ connection between an individual consumer and the information portrayed in marketing or public relations strategies by the company itself. We further believe that cultural differences in perceptions of trust may be minimal or non-existent.