Antecedents and Consequences of Trust in a Social Media Brand: A Cross-Cultural Study of Twitter

Abstract

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.