Building Consumer's Trust through Persuasive Interpersonal Communication in a Saturated Market: The Role of Market Mavens
Year: 2006
Type: preprint
Abstract: This study has aims i.e. (1) to investigate the role of inherent personal knowledge in affecting trust, (2) to investigate whether mavens play a role in improving recipient's knowledge level and trust. We have conducted a study, which involved a total of 134 students as respondents. Correlation between subjective knowledge and trust achieved a medium level, while objective knowledge related to trust at a very low level. Trust in the low-maven-group is the lowest in comparison with the medium- and high- mavens. This study indicates that there are different results in terms of effects of information provided by three different maven groups.
Authors: Puspa, Jofi, Kuhl, Rainer
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2154196348