Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Increasing customer trust through social media
University West, School of Business, Economics and IT, Division of Business Administration.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This master thesis departs from the argument that a higher level of consumer trust results in a higher level of return on investment. The purpose of this thesis was to test which social media aspects increase consumer trust. As a respond to the purpose and research question a deductive approach was applied to this research. There were two marketing theories used in order to create five hypothesises that were all connected to increasing consumer trust through social media. The hypothesises were tested by sending a survey with the use of an e-mail database from the marketing company Creative Circle and School Supply. 236 respondents were the result of sending the survey, on which the empirical results are based. The study revealed that the social media aspects communication, response rate, reviews, content quality and profile engagement are all positively related to trust. The outcome of the research shows that when social media aspects are used as the research suggests, the level of consumer trust through social media increases.

Place, publisher, year, edition, pages
2019. , p. 58
Keywords [en]
social media marketing, social media aspects, consumer trust and online advertising.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-14240Local ID: EXD951OAI: oai:DiVA.org:hv-14240DiVA, id: diva2:1339625
Subject / course
Business administration
Educational program
International Business
Supervisors
Examiners
Available from: 2019-08-19 Created: 2019-07-30 Last updated: 2019-08-19Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
Division of Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf