Brand Trust Through Informal Communication: Let’s Taco ‘Bout It
(2018) BUSN39 20181Department of Business Administration
- Abstract
- Thesis Purpose: The purpose of this thesis is to explore the effect of informal communication strategies on brand trust from a consumer perspective. Additionally, it aims to further conceptualize brand communication strategies on social media.
Methodology: This inductive study applied a qualitative research strategy to obtain an in-depth understanding of consumers’ feeling of brand trust on social media. Focus groups were conducted and experiences from heterogeneous individuals were gathered and analyzed. Furthermore, a single case study highlighting a chosen brand (and industry) where the phenomenon and research question under investigation are exemplified was also leveraged as a complement to empirical material and findings.... (More) - Thesis Purpose: The purpose of this thesis is to explore the effect of informal communication strategies on brand trust from a consumer perspective. Additionally, it aims to further conceptualize brand communication strategies on social media.
Methodology: This inductive study applied a qualitative research strategy to obtain an in-depth understanding of consumers’ feeling of brand trust on social media. Focus groups were conducted and experiences from heterogeneous individuals were gathered and analyzed. Furthermore, a single case study highlighting a chosen brand (and industry) where the phenomenon and research question under investigation are exemplified was also leveraged as a complement to empirical material and findings. Empirical data was coded line-by-line, recoded and categorized to allow theory to rise from data.
Findings: Findings include eight identified themes revealing various broad determinants affecting brand trust in a consumer-brand relationship. Proceedingly, these themes were elevated conceptually and incorporated into the development of a theoretical framework outlining key factors revolving around informal communication that collectively affect the consumer-brand relationship in terms of brand trust.
Conclusion: This thesis finds brand trust can be enhanced through informal communication strategies online as it portrays closeness, open dialogue, transparency, confidence and reliability. The developed theoretical framework displays ‘informal communication’, ‘context’ and ‘likability’ as key components in the process of building brand trust. Informal communication is characterized by ‘writing style and tone’, ‘emotions and feelings’, and ‘consumer-brand interaction’; grammar, punctuation and use of emoticons and emojis are determining factors for likability. Be that as it may, brand trust is at risk when consumers become skeptic of brands' motives regarding (informal) online communication.
Theoretical Implications: Theoretical contributions are presented in threefold. First, this study outlines how various digital stimuli shape consumer-brand relationships. Second, the study accounts for consumers’ perspective on informal communication strategies and brand trust. Lastly, our theoretical model further conceptualizes communication strategies by explaining how brands can use an informal communication strategy to build brand trust.
Managerial Implications: Managerial contributions are presented in threefold. Firstly, this study further conceptualizes communication strategies aimed at increasing brand trust. Secondly, it outlines the advantages and disadvantages of informal communication and thirdly, brand implications from a consumer’s perspective are expanded upon. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8945464
- author
- Hessels, Ellen LU and Tengblad Kreft, Victoria LU
- supervisor
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Informal Communication, Brand Trust, Consumers, Online, Social Media.
- language
- English
- id
- 8945464
- date added to LUP
- 2018-06-28 14:45:09
- date last changed
- 2018-06-28 14:45:09
@misc{8945464,
abstract = {{Thesis Purpose: The purpose of this thesis is to explore the effect of informal communication strategies on brand trust from a consumer perspective. Additionally, it aims to further conceptualize brand communication strategies on social media.
Methodology: This inductive study applied a qualitative research strategy to obtain an in-depth understanding of consumers’ feeling of brand trust on social media. Focus groups were conducted and experiences from heterogeneous individuals were gathered and analyzed. Furthermore, a single case study highlighting a chosen brand (and industry) where the phenomenon and research question under investigation are exemplified was also leveraged as a complement to empirical material and findings. Empirical data was coded line-by-line, recoded and categorized to allow theory to rise from data.
Findings: Findings include eight identified themes revealing various broad determinants affecting brand trust in a consumer-brand relationship. Proceedingly, these themes were elevated conceptually and incorporated into the development of a theoretical framework outlining key factors revolving around informal communication that collectively affect the consumer-brand relationship in terms of brand trust.
Conclusion: This thesis finds brand trust can be enhanced through informal communication strategies online as it portrays closeness, open dialogue, transparency, confidence and reliability. The developed theoretical framework displays ‘informal communication’, ‘context’ and ‘likability’ as key components in the process of building brand trust. Informal communication is characterized by ‘writing style and tone’, ‘emotions and feelings’, and ‘consumer-brand interaction’; grammar, punctuation and use of emoticons and emojis are determining factors for likability. Be that as it may, brand trust is at risk when consumers become skeptic of brands' motives regarding (informal) online communication.
Theoretical Implications: Theoretical contributions are presented in threefold. First, this study outlines how various digital stimuli shape consumer-brand relationships. Second, the study accounts for consumers’ perspective on informal communication strategies and brand trust. Lastly, our theoretical model further conceptualizes communication strategies by explaining how brands can use an informal communication strategy to build brand trust.
Managerial Implications: Managerial contributions are presented in threefold. Firstly, this study further conceptualizes communication strategies aimed at increasing brand trust. Secondly, it outlines the advantages and disadvantages of informal communication and thirdly, brand implications from a consumer’s perspective are expanded upon.}},
author = {{Hessels, Ellen and Tengblad Kreft, Victoria}},
language = {{eng}},
note = {{Student Paper}},
title = {{Brand Trust Through Informal Communication: Let’s Taco ‘Bout It}},
year = {{2018}},
}