Year: 2024
Type: article
Abstract: This study aims to statistically investigate the effect of infodemic as an external stimulus on consumer decision processes based on the Stimulus-Organism-Response theory (SOR). Infodemic is known as the epidemic of misinformation, and the literature on infodemic in marketing is quite limited. With the research model created for this purpose, the mediating role of brand trust (organism) in the relationship between both infodemic and positive word-of-mouth marketing (stimulus) and consumers' store visit intentions (response) is examined. The findings suggest that infodemic news and positive word-of-mouth marketing influence consumers' shopping behaviour. Being influenced by infodemic news does not have a significant effect on store visit intention directly, but it has a positive effect through the mediation of brand trust. In addition, both direct and indirect effects of positive word-of-mouth marketing on store visit intention are positive. This suggests that brand trust functions as a coping mechanism for consumers to deal with the uncertainty or negative impact of infodemic news and that consumers' store visit intentions can be increased by enhancing their trust in the brand. As a result, it emphasises the importance of brands developing various communication strategies to increase their credibility and influence consumer decision-making mechanisms. Implications for Central European audience: The study aims to investigate the effects of infodemic posts and positive word-of-mouth marketing on consumers' trust in a brand and their intention to visit a store. By doing so, it seeks to provide strategic recommendations that companies can apply in their communications with customers. Data analyses show that being influenced by an infodemic does not have a significant direct effect on store visit intention, but it does have a positive impact through brand trust. Additionally, positive word-of-mouth marketing has both direct and indirect positive effects on store visit intention. The study highlights brand trust as a critical element that can mitigate the negative effects of infodemic news. It is recommended that businesses focus on sustainability projects, ethical practices, and the principle of transparency to enhance brand trust.
Source: Central European Business Review
DOI: 10.18267/j.cebr.386
Authors: Esra Türk, Ünsalan Mustafa
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404447741