Differences and Similarities

Social media is a pervasive platform, and consumers increasingly want to connect with it. The growth of mobile devices has increased connectivity to social media, but accessing social media platforms has uncovered interesting results with gender differences between males and females. Trust models have evolved to take account of website interactivity, website environment design, and brand effect on brand trust. Themes on ability, benevolence, integrity, and predictability are also influencers on brand trust. Increasing access to social media is changing attitudes and behaviour to challenge established social and behavioural norms. Brands in the online and offline environments are exposed to risks, but the sheer level of interactivity and connectedness of social media increases the consequence of negative responses. However, the use of brand communities could be a way forward to negate the risk of brand contamination.