De invloed van het gebruik van content marketing genres binnen social media op merkvertrouwen



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Brand Trust is the key variable in the development of a long and lasting relationship and is seen as one of the most wanted qualities of a relationship. This makes brand trust one of the most important aspects of the relationship between companies and consumers. One of the ways in which this brand trust is realized is with the use of contentmarketing. The use of contentmarketing whereby relevant en valuable information is delivered to make the customer more intelligent, enables companies to create trust with consumers. This research investigates the effect of the use of contentmarketing on brand trust. The trusting beliefs ‘benevolence’, ‘competence’ and ‘integrity’ are used to measure brand trust. To make this research more relevant there is made a distinction between the contentmarketinggenres ‘objective contentmarketing’ and ‘subjective contentmarketing’. There was chosen to manipulate the product involvement with the respondents to measure the influence of product involvement on the assumed effect of the use of contentmarketing on brand trust. Also disposition to trust was included as independent variable, where the assumption is that the effect of the use of contentmarketing on brand trust is higher with respondents with a high disposition to trust. Results show a significant main effect between the use of subjective contentmarketing and competence. Respondents have more faith in the ability of the company to do what they need when they have seen an expression of subjective contentmarketing. There is no significant main effect between the use of contentmarketing and the trusting beliefs benevolence and integrity. Disposition to trust shows a significant effect on the three trusting beliefs but there is no interaction-effect between disposition to trust and the use of contentmarketing on the three trusting beliefs. The manipulation of product involvement in this experiment was not successful, but there is a significant effect between the use of contentmarketing and product involvement. Respondents who were shown an expression of contentmarketing have a significant higher product involvement than respondents in the control condition. The use of contentmarketing leads to a higher product involvement among consumers.
Snijders, H.J.F.
University of Twente Student Theses
University of Twente
Open Access