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- W4211093047 abstract "Social media operates in the online environment, and the challenge is to enhance the end-user experience. The chapter asserts that the consumer experience and behaviour in the online (e.g. e-commerce) and offline environments have some commonality with social media. Building a successful brand online is a prerequisite for success, but fundamental to trusting brand beliefs is the ability to create trust and by extension commitment. The trust-commitment relationship is fundamental to brand building and to influence end-user intentional behaviour. This relationship is enhanced by physical means (website design [aesthetics], website functionality [privacy and security]); although these are important factors alone, they do not guarantee a pleasant online experience. Online firms like social media need to create social interaction on the website to communicate affective involvement. Online effectiveness leads to positive behavioural intention and continual repeat usage via attitudinal formation." @default.
- W4211093047 created "2022-02-13" @default.
- W4211093047 creator A5049830008 @default.
- W4211093047 creator A5090925206 @default.
- W4211093047 date "2019-01-01" @default.
- W4211093047 modified "2023-10-01" @default.
- W4211093047 title "Brand Trust in Offline and Online Environments" @default.
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- W4211093047 doi "https://doi.org/10.4018/978-1-5225-7116-2.ch068" @default.
- W4211093047 hasPublicationYear "2019" @default.
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