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首页> 外文期刊>Procedia - Social and Behavioral Sciences >Online Behaviour of Social Media Participants’ and Perception of Trust, Comparing Social Media Brand Community Groups and Associated Organized Marketing Strategies
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Online Behaviour of Social Media Participants’ and Perception of Trust, Comparing Social Media Brand Community Groups and Associated Organized Marketing Strategies

机译：社交媒体参与者的在线行为和信任感，比较社交媒体品牌社区群体和相关的有组织的营销策略

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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.
机译：这项研究的目的是评估社交媒体参与者对在线广告的真实性和可信赖性与各个在线品牌社区的真实性和可信赖性的异同的理解。我们正在研究与社交媒体相关的品牌社区，这些社区是基于特定产品或服务而形成的。我们进一步旨在评估那些品牌社区中的个人参与者所获得的信任，这与公司及其营销和公共关系策略所提供的信息形成对比。然后，我们的研究超出了这种比较性讨论，以评估不同文化之间的个体之间的差异和相似性。我们认为，与个人消费者与公司本身在营销或公共关系战略中所描绘的信息之间的“传统”联系相比，消费者之间的联系可能更牢固，并且被认为具有同等或更多的信任度。我们进一步相信，在信任观念上的文化差异可能很小或根本不存在。

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