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

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Author(s): Juan Carlos Renteria-García (Universidad EAN, Colombia), Carlos Hernán Fajardo-Toro (Coporación Universitaria (UNITEC), Colombia)and Mauricio Sabogal-Salamanca (Universidad EAN, Colombia)
Copyright: 2021
Pages: 21
Source title: Innovations in Digital Branding and Content Marketing
Source Author(s)/Editor(s): Subhankar Das (Duy Tan University, Vietnam)and Subhra Rani Mondal (Duy Tan University, Vietnam)
DOI: 10.4018/978-1-7998-4420-4.ch001

Keywords: Business & Management / Business Science Reference / Marketing

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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.

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

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