Consumer-Generated Content as Clues for Brand Trust in the Digital Era

Abstract

Electronic word of mouth (eWOM) has an effect on trust prior to purchase of similar branding for both highly branded and off-branded products and services. This chapter shows, through a literature review, the impact of eWOM on building trust and then on sales of search and experience goods. Major findings are presented. eWOM has a stronger impact on the sales of experience goods than on search goods. When considering a purchase online, consumers have more resources about the product or service than those that the retailer or manufacturer provides. These newly available resources are consumer-generated; hence, consumers considering a buy find them more trustworthy. Consumers also value differently whether the consumer-generated content is positive or negative about the product or service they are considering buying. The final part of the chapter discusses the different implications for marketing practitioners.

The Impact of Online Communities and E Word of mouth on Purchase Intention of Generation Y: The Mediating Role of Brand Trust

“…Mehyar, Saeed & Baroom, (2020) also proved the positive impact of e word of mouth on consumer purchase intention and stressed that the ease of understanding message (reviews/comments) (EWOM quality) and the amount of message through social websites (EWOM quantity) will be able to influence on the purchasing intention of prospects customers. When considering the impact of e word of mouth on brand trust, the results indicate a positive significant impact and this is further proved by Renteria-García, Fajardo-Toro & Sabogal-Salamanca, (2021). They further mentioned that consumers have more resources to get information about the product or service when considering a purchase online than those offered by the…”

Influencia de la estrategia de social media marketing en la intención de compra del consumidor esmeraldeño de agua embotellada

“…Las reseñas en línea suelen usar una escala de cero a cinco estrellas, acompañadas del número de evaluaciones realizadas. Algunos minoristas permiten calificar no solo la experiencia general, sino también aspectos específicos como el envío y la atención al cliente (Rentería et, al., 2020).…”

Consumer Behavior in the New Media Landscape

“…Modern research is based mainly on applied aspects-for example, N.H. Khoi analyzed the impact of consumer online content on perceived utility and purchase decisions [19]. Another study assesses the effect of electronic "word of mouth" on the formation of brand trust [27]. In the context of a changing media landscape, the analysis of the influence of media stimuli on the consumers' emotions and involvement is of particular interest [21].…”