Digital trust : social media strategies to increase trust and engage customers

Connolly, Barry2020

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Summary

Trust plays a critical part during the online shopping process. Engaging customers and building long-term brand trust is vital for enterprises that rely on e-commerce. But the rise of digital and social media platforms has created a new commercial environment, meaning current strategic models and branding practices are quickly becoming outdated and ineffectual. With greater corporate transparency, consumer empowerment and online activism come new commercial opportunities and pitfalls. Exploring both the positives and negatives, 'Digital Trust' outlines the ways in which SMEs and e-SMEs can successfully and authentically engage within social media communities to influence their brand trust and reputation.