Media-Source Preferences and Trust Building: How They Influence Relationship Management

Alan VanderMolen · Michael A. Cacciatore · Juan Meng · Bryan H. Reber

10 citations0/0 files storedInternational Journal of Strategic Communication

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Public Relations and Crisis Communication Media Studies and Communication Corporate Identity and Reputation

Abstract

This study investigates the critical role of media-source preferences in building trust in organizations. Data from the 2013 Edelman Trust Barometer survey was used to analyze the relationship between stakeholders’ media use patterns and their trust in different types of organizations. Specifically, we focus our analysis on eight countries (four Western ones and the BRIC nations). Results suggest that media-source preferences do have an impact on public trust in business, government, and NGOs. Although we found trust levels to vary across different types of organizations noted above, an overall stable relationship between media selection and trust within each specific country is identified. The article discusses theoretical and practical implications of the research.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1992Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations 1993Factors Affecting Trust in Market Research Relationships 1951The Influence of Source Credibility on Communication Effectiveness 2006Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis 2004A social influence model of consumer participation in network- and small-group-based virtual communities 2006Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis

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2016Corporate social responsibility, media source preference, trust, and public engagement: The informed public’s perspective 2017Globalization effects or a growing cultural divide? a three-year comparative analysis of trust predictors in the US and China

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