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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

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

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


View Consumer-Generated Content as Clues for Brand Trust in the Digital Era on the publisher's website for pricing and purchasing information.


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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