Rich Bowen

Social media operates in the online environment, and the challenge is to enhance the end-user-experience. This publication 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 brands beliefs is the ability to create trust and by extension commitment. The trust-commitment relationship is fundamental to brand… Show more

Social media operates in the online environment, and the challenge is to enhance the end-user-experience. This publication 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 brands 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 effective involvement. Online effectiveness leads to positive behavioural intention and continual repeat usage via attitudinal formation. Show less

Brand trust is a fundamental requirement to building trust in the online environment and, by extension, for social media. Underpinning brand trust is the trust-commitment relationship, which builds brand loyalty and influences consumer behaviour. Social interaction is the key to building and supporting brand trust in the social media world. Website attributes such as privacy, security, and general design are all contributors to positive social interaction. The involvement by users in social… Show more

Brand trust is a fundamental requirement to building trust in the online environment and, by extension, for social media. Underpinning brand trust is the trust-commitment relationship, which builds brand loyalty and influences consumer behaviour. Social interaction is the key to building and supporting brand trust in the social media world. Website attributes such as privacy, security, and general design are all contributors to positive social interaction. The involvement by users in social media creates online affectiveness, which is an emotional connection to the social media site. This is an important contributor to end users’ behavioural intentions. Show less