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Trust in Motion: Navigating the Liability of Distrust in Autonomous Vehicle Digital Brand Communication

Blomström, Saga LU and Waldfogel, Josef LU (2023) SKDK11 20231
Department of Strategic Communication
Abstract (Swedish)
While previous research has primarily focused on the sources and causes shaping attitudes towards artificial intelligence and autonomous vehicles, this research attempts to shed light on the communication efforts employed by autonomous vehicle companies. Using qualitative content analysis of the website material from three distinct SAE level 5 autonomous vehicle organizations, the study aims to achieve two primary objectives: to investigate how digital brand communication in the autonomous vehicle industry addresses the liability of distrust, and to propose improvements for redesigning communication to reduce consumer distrust. This study explores how the autonomous vehicle industry builds trust by means of source credibility by adopting a... (More)
While previous research has primarily focused on the sources and causes shaping attitudes towards artificial intelligence and autonomous vehicles, this research attempts to shed light on the communication efforts employed by autonomous vehicle companies. Using qualitative content analysis of the website material from three distinct SAE level 5 autonomous vehicle organizations, the study aims to achieve two primary objectives: to investigate how digital brand communication in the autonomous vehicle industry addresses the liability of distrust, and to propose improvements for redesigning communication to reduce consumer distrust. This study explores how the autonomous vehicle industry builds trust by means of source credibility by adopting a framing perspective. The findings contribute to a more comprehensive understanding of the communication strategies navigating the liability of distrust in the autonomous vehicle industry. Furthermore, four communication improvements are suggested for autonomous vehicles' digital brand communication. This research provides valuable insights for organizations in the industry aiming to build trust, manage risk perception, and enhance their communication efforts in the rapidly evolving autonomous vehicle landscape. (Less)
Please use this url to cite or link to this publication:
author
Blomström, Saga LU and Waldfogel, Josef LU
supervisor
organization
course
SKDK11 20231
year
type
M2 - Bachelor Degree
subject
keywords
Automated vehicles, Autonomous, AV, Artificial intelligence, AI, SAE level 5, Digital Brand Communication, Liability of distrust, Startups, Source credibility model, Framing theory
language
English
id
9117449
date added to LUP
2023-06-08 11:57:51
date last changed
2023-06-08 11:57:51
@misc{9117449,
  abstract     = {{While previous research has primarily focused on the sources and causes shaping attitudes towards artificial intelligence and autonomous vehicles, this research attempts to shed light on the communication efforts employed by autonomous vehicle companies. Using qualitative content analysis of the website material from three distinct SAE level 5 autonomous vehicle organizations, the study aims to achieve two primary objectives: to investigate how digital brand communication in the autonomous vehicle industry addresses the liability of distrust, and to propose improvements for redesigning communication to reduce consumer distrust. This study explores how the autonomous vehicle industry builds trust by means of source credibility by adopting a framing perspective. The findings contribute to a more comprehensive understanding of the communication strategies navigating the liability of distrust in the autonomous vehicle industry. Furthermore, four communication improvements are suggested for autonomous vehicles' digital brand communication. This research provides valuable insights for organizations in the industry aiming to build trust, manage risk perception, and enhance their communication efforts in the rapidly evolving autonomous vehicle landscape.}},
  author       = {{Blomström, Saga and Waldfogel, Josef}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Trust in Motion: Navigating the Liability of Distrust in Autonomous Vehicle Digital Brand Communication}},
  year         = {{2023}},
}