
Student Theses and Dissertations
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
Included in
Communication Technology and New Media Commons, Mass Communication Commons, Social Influence and Political Communication Commons, Social Media Commons