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Please use this identifier to cite or link to this item: http://dspace.nua.kharkov.ua:8080/jspui/handle/123456789/1035

Название: Antecedents and Consequences of Trust in a Social Media Brand: A Cross-Cultural Study of Twitter
Авторы: Басманова, Оксана Евгеньевна
Ключевые слова: social media brand
brand trust
self-brand personality match
trust transfer
Issue Date: 2013
Библиографическое описание: 1) Pentina I. Antecedents and Consequences of Trust in a Social Media Brand: A Cross-Cultural Study of Twitter / Irina Pentina, Oksana Basmanova, Lixuan Zhang // Computers in Human Behavior. – 2013. – V. 29. – S. 1546 – 1555.
Краткий осмотр (реферат): This study extends brand relationshi p theory to the context of the microblogging platform Twitter. The authors investigate the impact of Twitter trust on users’ intentions to continue using the platform and to ‘‘follow’’ brand s that are hosted on Twitter (the trust transfer phenomenon). They also explore the role of perceived self-Twitter personality match in strengthening trust towards the Twitter brand. A crosscultural American–Ukrainian sample allows to identify potential culture-based differences in brand personali ty and brand trust concepts. The results show that the positive effect of trust in Twitter on its users’ patron age intentions is robust across two cultures wit h diverse history and ideology. An important novel finding is the influence of trust in Twitter on patronage intentions towards the businesses hosted on Twitter. However, this relationship reaches statistical significance only in the Ukrainian sample, signaling potential differences in the trust transfer processes in different cultures. The study confirms the role of similarity in personality traits between Twitter users and the Twitter brand in engendering trust in Twitter. The salience of different personality traits in the ‘‘personality match – Twitter trust’’ link for different cultures suggests important implications for global marketers.
URI: http://dspace.nua.kharkov.ua:8080/jspui/handle/123456789/1035
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