Online behaviour of social media participants’ and perception of trust, comparing social media brand community groups and associated organized marketing strategies

ID: 37328 Type: Virtual Brief Paper
  1. Klaus Schmidt, Illinois State University, United States

Abstract: Social Media have changed the landscape of making friends and continues to connect people around the world in unprecedented ways. Social Media have found their way into business, entertainment, and politics, as a matter of fact, it has become imperative to use social media in any attempt to successfully market or introduce new products. However, social media have accomplished something else, equally unprecedented: The power of the consumer and the freedom of choice. No longer will information, no matter for marketing or political purposes, be solely created by a very few entities such as marketing experts or political strategists, rather, any individual has the right and even more so, the opportunity to express their opinions and views on just any matter! Advertising is not in the hands of the marketing experts anymore. This study attempts to make comparisons between perceptions of trust in user groups versus marketing attempts using social media. The project is in development stage.

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