Trust but Verify: The Influence of Social Media and Core Values on Consumer Trust in Business

Author

Zoie M. Lagoudis, CUNY Bernard M Baruch CollegeFollow

Date of Award

Summer 8-21-2023

Document Type

Thesis

Degree Name

Master of Arts (MA)

Honors Designation

na

Program of Study

Communication - Corporate Communication

Language

English

First Advisor

Caryn Medved

Second Advisor

Valerie Biwa

Abstract

This research will evaluate the relationship personal core values have with businesses we see on social media. Three different research questions will be considered: (a) How do companies' social media presence impact consumer trust in a company? (b) How do social media marketing and advertising campaigns influence consumer purchasing intentions? (c) How does the alignment or misalignment of values portrayed through CSR activities affect trust in a company's brand?

Social media has become an expansive e-commerce tool companies use for promotional purposes. Companies take many approaches to advertising campaigns, but a popular method is incorporating advocacy efforts into their marketing strategy. Previous research offers studies on Corporate Social Responsibility and purchasing intention. However, the gap this specific research is designed to fill is how CSR efforts impact consumer trust based on their core values.

This research discovered relationships between personal values and trust in businesses that use social media as an advertisement tool. There are also positive relationships between purchasing intent and Corporate Social Responsibility efforts. Companies can use these results to ensure that their social media campaigns are custom-tailored to their specific demographic, which will ideally reap benefits socially and financially.

Recommended Citation

Lagoudis, Zoie M., "Trust but Verify: The Influence of Social Media and Core Values on Consumer Trust in Business" (2023). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/171