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"Trust me! -Maybe but let me google it first." The interplay of brand promise and trust in social media

Aslanoglou, Sofia LU and Paulikaite, Daina (2012) BUSN29 20121
Department 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.
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author
Aslanoglou, Sofia LU and Paulikaite, Daina
supervisor
organization
course
BUSN29 20121
year
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},
  keyword      = {Brand Trust,Netnography,Crisis,Social Media,Brand Promise},
  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},
}