"Trust me! -Maybe but let me google it first." The interplay of brand promise and trust in social media
(2012) BUSN29 20121Department of Business Administration
- Abstract
- This thesis stresses out brand promise as one of the main prerequisites to ensure trust in the relationships with the consumers when it is delivered in a sincere, consistent and transparent way. However, the hectic and volatile nature of social media requires agility and careful deliberation when facing crisis.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2798997
- author
- Aslanoglou, Sofia LU and Paulikaite, Daina
- supervisor
- organization
- course
- BUSN29 20121
- year
- 2012
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Trust, Netnography, Crisis, Social Media, Brand Promise
- language
- English
- id
- 2798997
- date added to LUP
- 2012-06-21 12:02:14
- date last changed
- 2012-06-21 12:02:14
@misc{2798997, abstract = {{This thesis stresses out brand promise as one of the main prerequisites to ensure trust in the relationships with the consumers when it is delivered in a sincere, consistent and transparent way. However, the hectic and volatile nature of social media requires agility and careful deliberation when facing crisis.}}, author = {{Aslanoglou, Sofia and Paulikaite, Daina}}, language = {{eng}}, note = {{Student Paper}}, title = {{"Trust me! -Maybe but let me google it first." The interplay of brand promise and trust in social media}}, year = {{2012}}, }