© 2018 Alexandria Marie Ross · 2018-05-03 · information (such as number of likes and followers)...

SocialMediaPresenceandConsumerTrust

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DoesSocialMediaPresenceIncrease

ConsumerTrustinCPGCompanies?

Author:AlexandriaMarieRoss

Advisor:JoeGoodman

FisherCollegeofBusiness

TheOhioStateUniversity


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ABSTRACT

In2014,92%ofmarketersclaimedthatsocialmediamarketingwasimportantfor

theirbusiness,and80%indicatedthattheireffortsincreasedtraffictotheirwebsites

(DeMers,2014).Moreover,socialnetworksandappsarethehighestareaofinvestmentfor

firmsinthedigitalmarketingsector(Tiago&Verissimo,2014).Theutilizationofsocial

mediabycompaniesisnotonlyimportanttoincreasebrandvisibility,italsocanplaya

hugeroleinhowcustomersperceivethecompany,specifically,consumertrust.Thegoalof

thisresearchistofurtherunderstandtherelationshipbetweenacompany’ssocialmedia

presenceanditsrelationshiptoconsumertrust.Forthispurpose,datawascollectedfor30

consumerpackagedgoodsfirmsoverfourmonthsandincludeddailysocialmedia

information(suchasnumberoflikesandfollowers)fromthefirms’Twitter,Facebook,

Instagram,andYouTubepages.Thisdatawasthenusedtodevelopasocialmediaindexto

baseonlinepresence.Additionally,548AmazonMechanicalTurkparticipantswere

surveyedtomeasureconsumertrustandfamiliarityforthese30companies.Resultsofthis

researchshowthatsocialmediapresence,whenusedinamodelalongwithfamiliarity,is

notareliablepredictorofconsumertrust.However,whensocialmediapresencealoneis

used,itisareliablepredictoroftrustinmediumsizedcompanies,butnotinlargeorsmall

companies.Thus,werecommendproceedingwithcautionandhavingthecompanyitself

validatewhethersocialmediaisaffectingitsownconsumertrustsincesomecompanies

aremoreaffectedbysocialmediathanothers.


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ACKNOWLEDGMENTS

Thisprojectwasnotasoleventure,andwouldnothavebeenpossiblewithoutthe

supportofmanyotherpeople.Thankyoutomyadviser,JosephGoodman,whogaveme

countlessgreatideasandleadmethroughnewconcepts.AlsothankstomyHonors

ContractDirector,RogerBailey,whoofferedcontinuedguidance,advice,andsupport

throughoutthepasttwoyears.ThankstoTheOhioStateUniversityforallowingmetobein

aprogramthatgavemetheopportunitytoexpandmyresearchhorizonsandprovidedme

themeanstocompletethisproject.


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TableofContents

I. Introduction

II. LiteratureReview

III. Hypothesis

IV. Methodology

V. Analysis

VI. Results

VII. Conclusion

VIII. Appendix

IX. References


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I.Introduction:

Withsocialmediabeingsoprevalentintoday’ssocietyanditspopularitycontinuing

togrow,itisanareathatholdsmanyopportunities.Itisaportalinwhichfirmsare

continuouslytryingtodevelopstrategiestoreachtheirtargetaudience.Socialmedia

marketingprovidesasimplewaytoincreasebrandrecognition,improvebrandloyalty,and

covertpotentialcustomers.In2014,92%ofmarketersclaimedthatsocialmediamarketing

wasimportantfortheirbusiness,and80%indicatedthattheireffortsincreasedtrafficto

theirwebsites(DeMers,2014).Moreover,socialnetworksandappsarethehighestareaof

investmentforcompaniestodayinthedigitalmarketingsector(Tiago&Verissimo,2014).

Theutilizationofsocialmediaforcompaniesisnotonlyimportantinregardsto

profitability,italsocanplayahugeroleinhowcustomersperceivethecompany.Infact,

consumershavebeguntoviewsocialmediaasmoretrustworthythanthetelevision,radio,

orothertraditionalsources(Kauletal.,2015).Additionally,previousresearchsuggests

thatforevery100peoplewhosaytheyarelikelytopostapositivecommentonabrand’s

Facebookpage,69ofthemsaytheyarelikelytopreferthatbrandoveritscompetitors

(Smith,2013).Hence,provingthattrustandbuildingrelationshipsonlinecanhavea

positiveimpactonthecompany,bothintheshortandlongrun.

Thegoalofthisprojectistofurtherresearchdoneinbothareasbyexaminingthe

relationshipbetweenthesocialmediapresenceofcompaniesanditseffectsonconsumer

trust.Thispaperwilldiscusspastresearchregardingthistopic,explainmorethoroughly

thehypothesisandmethodologyoftheproject,andthenprovideananalysisandthe

resultsoftheresearch.


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II.LiteratureReview:

Sincethisresearchtopiccoversboththeareasofconsumertrustandsocialmedia

presence,onemustlookatpapersthatregardbothtopicsindividually,aswellasthosethat

includebothmeasures.

Therearemanyaspectsofconsumertrust,sotherearequiteafewwaystomeasure

it.Forexample,Mayerandhiscolleaguesinventedamodelthatfocusedonability,

benevolence,andintegrityofacompanyandmeasuredhowthatimpactsthetrustof

consumers(Mayer,Davis,&Shoorman,1995).Abilitycanbedescribedasthecapabilityof

thecompanytocompleteatask.Thisisanimportantaspectoftrustbecauseitrelatesto

thecompany’sknowledgeandcompetence.Benevolencerelatestothecompany’slevelof

courtesy,willingnesstohelp,andkindness.Thisisimportantintrustbecauseifacompany

meetsthisrequirement,itisusuallyperceivedascaringaboutothers’needs.Integrity

relatestoasetofmoralnormsandcharacteristicsofacompany,whichareusuallyviewed

positively.Ifconsumersperceivethecompanytobemorallysound,theyaremorelikelyto

trustthecompany(Calefato,Lanubile,&Novielli,2015).Later,McKnightandhiscolleagues

extendedthismodelbydoingmoreexperimentsandtheywereabletoaddafourth

dimension:predictability(McKnight,Cummings,&Chervany,1998).Predictabilityisthe

degreetowhichacompanymeetstheexpectationsofacustomer,intermsofboth

reliabilityandconsistency.Themorereliableacompanyisperceivedtobe,themore

consumerswilltrustit.Overall,thesefourdynamicsseemtobefairlyinclusiveoftrustand

willbeusedasabaselineforthesurveytomeasuretrustofthecompaniesforthisproject.

Thequestionsaskedinthesurveyconductedforthisprojectwerealsoderivedfromthese

papers.


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Socialmediapresenceisusuallymeasuredbycompaniesintermsofbothits

“success”anditsimpact.Sinceitishardtopreciselyquantifythereturnoninvestmentofa

tweetorpost,companiesoftenlooktoalternativemeasures.Forexample,somecompanies

usemodelsthatlookatdailysocialmediaactivitysuchasFacebookPosts,Tweets,

Retweets,andFacebookFriendsaspredictivevariablestotrytomeasuretheirsuccess

(Kim&Wilcox,2013).Bylookingatcustomerresponsesandinteractions,theytryto

decipherthesocialpresenceofacompany.Whileconsumerresponsesareanimportant

partofdeterminingacompany’ssocialmediapresence,whatacompanydoesinitselfis

alsoanimportantfactortoconsider.Thisprojectwillhaveitsownscalingofsocialmedia

presence.Itwillcombineboththeactionsofthecompanyinitselfandtheactionsofthe

consumers,whileencompassingmorethanonesite.Thecompleteexplanationofthe

scalingwillbediscussedfurtheroninthemethodologysection.

Exploringboththetopicsofsocialmediaandconsumertrusttogether,therehave

beensomeinterestingfindingsinresearchthusfar.Onesuchprojectfocusedonbrand

communitiesestablishedthroughsocialmediasitesandhowtheycanturntrustinto

loyalty.Overall,theconclusionofthisresearchwasthatsocialmediabasedbrand

communitieshavepositiveaffectsonthecustomer/productrelationship,thecustomer/

brandrelationship,thecustomer/companyrelationship,andthecustomer/other

customersrelationship.Thus,thesecommunitiesenhancebrandtrustandbrandloyalty

(Laroche,Habibi,&Richard,2013).Anotherprojectfocusedonhowsocialmediafacilitates

thesocialinteractionofconsumers.Theauthorsusetrusttotrytodetermineintentionto

buy,specificallywithe-commerce.Italsoemphasizedcustomerreviewsonsocialmedia

andhowwordofmouthpublicityaffectsacompany.Overall,theyfoundthatbetterreviews


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leadtobetterperceptionofthecompanyforthosereadingthereviewsandinturnpeople

aremorelikelytobuyproductsfromthem(Hajli,2014).Thisshowssocialmediais

importantbecauseitcanleadtoincreasedsalesasaresultoftrustingtheopinionsof

othersonline.Lookingatasinglesocialmediasite,thearticle“ThumbsUp,SalesUp?The

ContingentEffectofFacebookLikesonSalesPerformanceinSocialCommerce”looksat

howFacebooklikescanrelatetopurchasesforacompany.Specifically,theywerelooking

atifFacebooklikescanincreasesocialcommercesales.Itwasmainlyreferral-focused

becauseitlookedtoseewholikedtheproductandthecommentsrelatingtoit.Notonlyis

thistransparentbecauseyoucanseewhodidthis,butyoucanalsoseeifyourfriendsliked

it.Ifsomeoneyoulikeenjoyedtheproduct,thereisagoodchanceyouwilltoo.Italso

discussedhowithasbeenproventhatFacebooklikesareoneofthemosttrustedand

reliablesocialreferencesystemsthatrepresentstheopinionsofcustomers(Lee,Lee,&Oh,

2015).Regardingindustryspecificcompanies,onearticlefocusedonsocialmedia“buzz”

withrelationtoCPGbrands.Theirresearchsoughttotrytopredictbuyingintentions

throughconsumer-generatedmedia.Todothis,theymeasuredandcomparedthingslike

blogbuzz,thecompany’smarketingspending,pre-marketpurchaseintentions,andin-

marketsales.Asaresult,theydiscoveredthatasmallnumberofnewCPGbrandsgenerate

themajorityofbuzzandthatnewproductbuzzusuallyoccursincompanieswithastrong

traditionalmediapresence(Niederhoffer,Mooth,Wiesenfeld,&Gordon,2007).

Consequently,havingastrongsocialmediapresencecreatesthemostawarenessand

interestwithinaconsumer.

Asawhole,therehasbeenagooddealofresearchdoneonthetopicofconsumer

trust,andonthetopicofsocialmediamarketing.However,theideaofcombiningthetwo


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areasisfairlynew.Whenconductingthisliteraturereview,therewereafewgeneraltrends

throughoutallofthepapers.First,ifsocialmediapresencewasmeasured,itwasmainly

measuredononesite.Thisresearchwilllookatascalingofsocialmediapresenceacross

fourdifferentsites.Second,themajorityofthepapersregardingsocialmediaandtrust

wereinrelationtoe-commerceandtheeffectoftrustandlikelihoodtopurchase.Inthis

project,trustwillbemeasuredingeneral—notinregardstoitsspecificrelationto

purchasing.Lastly,therewasverylittleresearchconcerningsocialmediapresenceandits

relationtoconsumertrustlookingatconsumerpackagedgoodscompaniesspecifically,

whichissomethingthisresearchwillfocuson.CPGcompanieswerespecificallychosen

becauseitisanindustryinwhichconsumertrustisconsideredvital.

III.Hypothesis:

Thisresearchprojectisgoingtolookintotheeffectsofsocialmediapresenceon

consumertrustinCPGcompanies.Thus,thetwomainvariablesthatwillbeusedaresocial

mediapresenceandconsumertrust.Athirdvariableoffamiliaritywillalsobeconsidered,

butitwillnotbethemainfocusoftheproject.Overall,thehypothesisisthatcompanies

withahighersocialmediapresencewillalsorankhigherinregardstoconsumertrust.

IV.Methodology:

Tomeasureconsumertrust,asurveywasconductedandadministeredtopeople

ages18andolderonAmazon’sMechanicalTurk.Thesurvey,whichcanbeseeninFigure1

oftheappendix,wasdistributedattheendofOctober2017.Eachparticipantwas

randomlyassigned10companiesandwasalsoaskedtoranktheirfamiliaritywiththe

companyandusageofsocialmediaasawhole.Thespecificcompanyquestionsaskedwere

gatheredfromthoseconsideredtobebestpracticewhenconductingtheliteraturereview


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andfocusedonfourdynamicsoftrust:integrity,benevolence,ability,andpredictability.

Respectively,thequestionsaskedforeachcompanywere:

1. Promisesmadeby______arelikelytobereliable

2. Iexpectthat______putscustomers’interestsbeforetheirown

3. _______understandsthemarketitworksin

4. Iamquitecertainwhattoexpectfrom________

Tomeasuresocialmediapresence,anoriginalscalingwasproducedusingaweb

crawlerthatcollecteddatadaily.Ittrackedthepresenceofthe30companiesoverfour

monthsonfoursocialmediasites:Twitter,Facebook,Instagram,andYouTube.Overthe

period,numberofposts,numberoffollowers,andnumberoflikesdatawascollected.The

30companieschosenweresplitinto3sectionsaccordingtotheirmarketcap:large

companies(highmarketcap),mediumcompanies(mediummarketcap),andsmall

companies(lowmarketcap)forfaircomparisonofsocialmediapresence.Specificlarge

andmediumcompanieschosenwererandomlypickedbasedoffalistofthetop100CPG

companiesin2016(consumergoods.com),whichwererankedbasedontotalrevenuesand

marketcapitalizationfortheyear,andthesmallcompanieswerecompiledbasedon

startups.Hereisalistofthecompaniesthatwereused:

LARGECOMPANIES• Procter&Gamble• Unilever• PepsiCo• Nestle• CocaCola• Nike• 3M• MondelezInternational• GeneralMills• L’Oreal


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MEDIUMCOMPANIES• McCormickSpice• TheCloroxcompany• Hanesbrands• Smuckers• TheHersheyCompany• Mattel• RalphLauren• Avon• Electricarts• Snapple

SMALLCOMPANIES• TriaBeauty• Chubbies• HelloProducts• Thehonestcompany• Harrys• MethodHomeProducts• Walkerandcompany• UnrealCandy• Hamptoncreek• NavitasOrganics

V.Analysis:

Aftercompletingboththesurveyandthesocialmediapresencescaling,abasic

analysiswasconducted.Thislookedatthecompanieswiththehighestsocialmediaindex

andleveloftrustasdeterminedbythesurvey.Thesocialmediaindexformulacombined

thedatafromthe4socialmediasites.Thecalculationusedwas:SMI=(TwitterFollowers*

TwitterPosts)+(FacebookFollowers+FacebookLikes)+(InstagramFollowers*Instagram

Posts)+(YoutubeFollowers*YoutubePosts).Facebookdidnotprovidethenumberofposts

foreachpage,sothatiswhyitsmeasureisslightlydifferentfromtherest.Additionally,an

alternateSMIscalingexcludingfollowerswastestedtobefairertothesmallercompanies.

However,theregressionresultsturnedoutthesame,sowestuckwiththeoriginalscaling


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andthesplittingupofcompaniesbysize(sincelargercompaniesalsotendedtohavethe

mostfollowers).

Foramoreadvancedanalysis,tworegressionmodelswererun.Thefirstwasa

multipleregressionmodelthatusedtrustasanaggregateofresponsesfromthesurvey

usingthe4dimensions,familiarityusinganswersgiveninsurvey,andasocialmediaindex

(SMI)thatwascreatedusingthewebcrawlerdata.Thesecondmodelsolelylookedat

socialmediapresenceandconsumertrust.SMIwasscaleddowninbothscenariosby

dividingtheSMIofeachcompany/averageSMIofallcompanies.Thisdidnotchangethep-

values,butitallowedthecoefficienttobemuchlargerforeasiercomparison.

Asmentionedinthehypothesis,itisexpectedthatsocialmediapresenceand

consumertrustwillbehighlypositivelycorrelated.Ifthisturnsouttobethecaseafterthe

analysis,thenitispossibletosaythehypothesiswascorrect.Iftheoppositeistrue,the

originalhypothesiswillhavetoberejected.

Overall,thisresearchwillgiveinsightintoifacompanybeingmoreinvolvedonline

relatestohigherperceptionsoftrustfromconsumers.Theresultscouldhelpcompanies

decideifputtingalltheirmarketingeffortintosocialmediasitesisworthitwhenitcomes

toearningtrustfromitsconsumers.

VI.Results

BASICANALYSIS/RANKINGS

First,Iwillbeginwiththeresultsfromthesurvey.Somebasicdemographic

informationcanbefoundintheappendix(Figure2).Alsointheappendixistherankingof

trustforallparticipants,1beingthehighest,andinparenthesisisthecompany’ssocial

mediapresencerankingfromthewebcrawlerdata(Figure3).Asonecanseefromsolely


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lookingatthisranking,socialmediapresenceandtrustarenotexactlyliningup.Itisalso

interestingtonotethatforeachdimensionoftrust,therankingisnotexactlythesame.The

varianceisnotextreme,butitisdistinctiveenoughtocommenton.Forexample,ascanbe

seeninFigure4,Smucker’srankedfirstintermsofintegrityandbenevolence.However,

Nikecameinfirstintermsofability(Smucker’swasnotevenlistedinthetopten),and

Procter&Gamblerankedfirstintermsofpredictability.Thisprovidesaninterestinglook

intohowtheresultscouldhavebeenvastlydifferentifonlyonedimensionoftrustwas

measured.

Next,istherankingofsocialmediapresencefromthewebcrawleroverall(Figure

5).Additionally,Ilookedatsitespecificsocialmediapresenceforeachcompanyaswell,

butdidnotincludeitinthispaperforlengthpurposes.Itisinterestingtonotethoughthat

certainsitesaremorepopularwithdifferentsizedcompanies.Facebookseemstobemore

utilizedbylargercompanies,andInstagramseemstobeapopularplatformforsmaller,

newercompanies.

ADVANCEDANALYSIS/REGRESSIONS

Afterlookingatabasicanalysisofthecompanies,Ithenrantworegressionmodels.

Thefirstlookedatthethreevariablesoffamiliarity,socialmediapresence,andtrust.Iran

thisregressionseparatelyforeachofthethreegroupsofcompaniesandhaveincludedthe

chartsinFigures6-8intheappendix.Asonecanseefromtheregressionoutputs,

specificallythep-values,familiarityisareliablepredictoroftrust,butsocialmedia

presenceisnotinallthreescenarios.

Forthesecondmodel,Ijustusedsocialmediapresencetopredicttrust.Onceagain,

IranthreeseparateregressionsandhaveincludedthechartsinFigures9-11.Inthis


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instance,socialmediapresenceisareliablepredictoroftrustinmediumcompanies,but

notforlargeorsmallcompanies.Thisdidnotshowintheregressionabovewithfamiliarity

becausefamiliarityhadmediatedtheeffect.Additionally,thecoefficientofmedium

companiesisalsonegative,whichmeansthatsocialmediapresenceactuallymoves

oppositeoftrustinthisinstance.ThisrelationshipcanbebestseenintheplotinFigure12.

Therecouldbeavarietyofexplanationsforthisresult,butonemaybebecausecompanies

whoranklowintrustmaybetryingtoincreasetheirsocialmediapresenceinordertogain

thistrustfromconsumers.Ontheotherhand,companieswhoalreadyhavethishighlevel

oftrustmaynotfeeltheneedtospendasmuchonsocialmediamarketingandincrease

theirpresencesincetheyarealreadyingoodstandingswiththeircustomers.Additionally,

lookingatthecoefficientforsmallcompanies,somethingmayseemoffsinceitissolarge.

However,thisisbecauseofaconsiderablylowsocialmediapresence.WhenIranthe

regressionswithoutfollowers,justpostsandlikes,thecoefficientwasstilllargeat6.2

comparedto.1and-.6forlargeandmediumcompanies.

Alsoasatermofreferenceforthedataprovided,thecorrelationsbetweenthethree

variablesare:

• SMI&FAM:.28

• SMI&TRUST:.25

• TRUST&FAM:.97

Thehighcorrelationbetweentrustandfamiliarityistobeexpectedbasedongeneral

theory,butthecorrelationbetweensocialmediapresenceandfamiliarityisinteresting.

Thecorrelationissomewhatlow,hintingthatotherareasofmarketingorexposuremaybe

greatercausesoffamiliarityforacompany.Totestthis,aregressionwasalsorunusing


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socialmediapresencetopredictfamiliarity.Onceagainitwasonlyareliablepredictorin

mediumcompanies.Thus,possiblyprovidingfurtherevidencethatsizeofacompanymay

beanimportantfactorwhenitcomestosocialmediapresenceeffectingconsumertrust.

VII.Conclusion:

Ascanbeseenfromtheresults,whenfamiliarityisincludedinthemodel,social

mediapresenceisshowntonotbeareliablepredictorofconsumertrust.

However,whensocialmediapresencealoneisusedtopredicttrust,itisareliable

predictorformediumcompanies,butnotforlargeorsmallcompanies.Onepossible

explanationmaybethatsocialmediapresencehasagreatereffectforcertainsized

companies.Forexample,largecompaniesmayalreadybeestablishedwiththeconsumer

andsmallcompaniesmaynotbewell-knownenoughtogainconsumers’attentiononsocial

media.However,therearequiteafewotherfactorstoconsiderbesidescompanysizesuch

asthetypeofcontentpostedonsocialmedia(intermsofrelevance,quality,intrigue,etc.)

andtheinteractionofthecompanywithitsfollowers(numberofresponsestoTwitter

mentions,Facebookposts)whichcouldhavealsoeffectedthisoutcome.

Theresultsofthisresearchmayprovidefurtherinsighttocompaniesdeciding

whetherputtingtheirmarketingeffortsintosocialmediasitesisworthitwhenitcomesto

earningtrustfromconsumers.Inthisinstance,theresultsoftheresearchshowthatsocial

mediapresencewasnotareliablepredictorofconsumertrustinlargeandsmall

companies,butitwasinmediumsizedcompanies.Thus,werecommendproceedingwith

cautionandhavingthecompanyitselfvalidatewhethersocialmediaisaffectingitsown

consumertrust.


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Thisresearchisjustthebeginningofunderstandingtherelationshipbetweensocial

mediapresenceandconsumertrust.Somelimitationsofthisresearchwerethatitfocused

ononly30CPGcompanies,therewasashorttimeframe(socialmediapresencemayhavea

delayedeffectontrust),andthatsocialmediapresencemayhaveotherpositiveeffectson

brandequitybesidestrust.Consideringthese,furtherresearchshould:focusonconsumers

usingsocialmediaregularly(especiallythosewhovisitcompanysocialmediasites),

considerhowconsumerdemographicscouldplayaroleinsteadofcompanysize,explore

non-CPGcompanies,andpossiblyinvestigatewhetherdifferenttypesofpostsmatter.


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VIII.APPENDIX

Figure1

Survey:TrustinCPGBrands

Q0Thankyouforyourparticipationinthisresearch.Thisstudyisbeingconductedforacademicreasons.Itisnotbeingsponsoredbyanyfor-profitcompany,product,orbrand.Wearesimplytryingtounderstandhowconsumersfeelandinteractwithbrandstobetterunderstandconsumerbehavior.Yourparticipationisvoluntary.Youwillreceive$0.20

throughMTurkforparticipatinginthisresearch.Youcanstopatanytimewithoutpenaltyorlossofbenefits.Youmayskipanyquestionsyoudonotwishtoanswer.

Thisresearchprojectfocusesonlearningmoreabouttherelationshipbetweena

company'ssocialmediapresenceandconsumertrust,specificallythroughlookingat10consumerpackagedgoodsbrands.Youarebeingaskedtoparticipateinthisresearchstudybecauseweareinterestedinhearingyouropinionsaboutthesebrands.Therearenorightorwronganswers—wearejustinterestedinyouropinions.Thissurveyshouldonlytakeabout2-3minutes,andyourresponsesarecompletelyanonymous.Thereisnowaytolinkyourresponsestoyouridentity.Wewillnotbecollectinganyidentifyinginformationand

thissurveywillnotaskyouanyidentifyingquestions.

ForquestionsaboutthisprojectyoumaycontactJosephGoodmanat

[email protected].

Forquestionsaboutyourrightsasaparticipantinthisstudyortodiscussotherstudy-relatedconcernsorcomplaintswithsomeonewhoisnotpartoftheresearchteam,you

maycontactMs.SandraMeadowsintheOfficeofResponsibleResearchPracticesat1-800-678-6251.

*Note:byclickingthenextbuttonyouconsenttoparticipatinginthissurvey.

Click>>>tocontinuetothestudyandacceptingtheseterms.

Q39Inthisstudyweareinterestedinyouropinionsabout10differentbrands.Ifyouarenotfamiliarwiththebrand,that'sOK,justmakeyourbestguessbasedonwhatyouthink.


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Q1PleaseanswerthefollowingquestionsaboutP&G.

Stronglydisagree1(1)

Disagree2(2)

Somewhatdisagree3(3)

Neitheragreenordisagree4(4)

Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

IamfamiliarwithP&G

(1)o o o o o o o

PromisesmadebyP&Garelikelytobereliable(2)

o o o o o o o IexpectthatP&Gputscustomers’interests

beforetheirown(3)

o o o o o o o

P&Gunderstandsthemarketitworksin

(4)o o o o o o o

Iamquitecertainwhatto

expectfromP&G(5)

o o o o o o o


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Q2PleaseanswerthefollowingquestionsaboutCoca-Cola.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

IamfamiliarwithCoca-Cola(1)

o o o o o o o PromisesmadebyCoca-Colaarelikelytobereliable

(2)

o o o o o o o

IexpectthatCoca-Colaputs

customers’interests

beforetheirown(3)

o o o o o o o

Coca-Colaunderstandsthemarketitworksin

(4)o o o o o o o


expectfromCoca-Cola

(5)

o o o o o o o


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Q3PleaseanswerthefollowingquestionsaboutHanesBrands.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

HanesBrands(1)

o o o o o o o Promisesmadeby

HanesBrandsarelikelytobereliable

(2)

o o o o o o o

IexpectthatHanesBrands

putscustomers’interests

beforetheirown(3)

o o o o o o o

HanesBrandsunderstandsthemarketitworksin(4)

o o o o o o o Iamquitecertainwhattoexpectfrom

HanesBrands(5)

o o o o o o o


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Q4PleaseanswerthefollowingquestionsaboutSmuckers.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

Smuckers(1)

o o o o o o o PromisesmadebySmuckersarelikelytobereliable

(2)

o o o o o o o

IexpectthatSmuckersputs


beforetheirown(3)

o o o o o o o

Smuckersunderstandsthemarketitworksin

(4)o o o o o o o


expectfromSmuckers

(5)

o o o o o o o


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Q5PleaseanswerthefollowingquestionsaboutTheHonestCompany.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

IamfamiliarwithTheHones

Company(1)

o o o o o o o PromisesmadebyTheHonestCompanyarelikelytobereliable

(2)

o o o o o o o

IexpectthatTheHonestCompanyputs


beforetheirown(3)

o o o o o o o

TheHonestCompany

understandsthemarketitworksin

(4)

o o o o o o o


expectfromTheHonestCompany

(5)

o o o o o o o


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Q6PleaseanswerthefollowingquestionsaboutChubbies.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

Chubbies(1)

o o o o o o o PromisesmadebyChubbiesarelikelytobereliable

(2)

o o o o o o o

IexpectthatChubbiesputs


beforetheirown(3)

o o o o o o o

Chubbiesunderstandsthemarketitworksin

(4)o o o o o o o


expectfromChubbies

(5)

o o o o o o o


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Q7PleaseanswerthefollowingquestionsaboutUnilever.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

Unilever(1)o o o o o o o

Promisesmadeby

Unileverarelikelytobereliable(2)

o o o o o o o IexpectthatUnileverputs


beforetheirown(3)

o o o o o o o

Unileverunderstandsthemarketitworksin

(4)o o o o o o o


expectfromUnilever(5)

o o o o o o o


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Q8PleaseanswerthefollowingquestionsaboutPepsiCo.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

PepsiCo(1)o o o o o o o

Promisesmadeby

PepsiCoarelikelytobereliable(2)

o o o o o o o IexpectthatPepsiCoputs


beforetheirown(3)

o o o o o o o

PepsiCounderstandsthemarketitworksin

(4)o o o o o o o


expectfromPepsiCo(5)

o o o o o o o


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Q9PleaseanswerthefollowingquestionsaboutNestle.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliar

withNestle(1)

o o o o o o o PromisesmadebyNestlearelikelytobereliable(2)

o o o o o o o IexpectthatNestleputscustomers’interests

beforetheirown(3)

o o o o o o o

Nestleunderstandsthemarketitworksin

(4)o o o o o o o


expectfromNestle(5)

o o o o o o o


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Q10PleaseanswerthefollowingquestionsaboutMcCormickSpices.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

McCormickSpices(1)

o o o o o o o PromisesmadebyMcCormick&Companyarelikelytobereliable

(2)

o o o o o o o

IexpectthatMcCormick&Company

putscustomers'interests

beforetheirown(3)

o o o o o o o

McCormick&Companyunderstandsthemarketitworksin

(4)

o o o o o o o


expectfromMcCormick&Company

(5)

o o o o o o o


29

Q11PleaseanswerthefollowingquestionsaboutTheCloroxCompany.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

IamfamiliarwithTheCloroxCompany

(1)

o o o o o o o PromisesmadebyTheCloroxCompanyarelikelytobereliable

(2)

o o o o o o o

IexpectthatTheCloroxCompanyputs

customers'interests

beforetheirown(3)

o o o o o o o

TheCloroxCompany


(4)

o o o o o o o


expectfromTheCloroxCompany

(5)

o o o o o o o


30

Q12PleaseanswerthefollowingquestionsaboutTheHersheyCompany.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

IamfamiliarwithTheHersheyCompany

(1)

o o o o o o o PromisesmadebyThe

HersheyCompanyarelikelytobereliable

(2)

o o o o o o o

IexpectthatThe

HersheyCompanyputs

customers'interests

beforetheirown(3)

o o o o o o o

TheHersheyCompany


(4)

o o o o o o o


expectfromThe

HersheyCompany

(5)

o o o o o o o


31

Q13PleaseanswerthefollowingquestionsaboutTriaBeauty


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

IamfamiliarwithTriaBeauty(1)


TriaBeautyarelikelytobereliable

(2)

o o o o o o o

IexpectthatTriaBeauty

putscustomers'interests

beforetheirown(3)

o o o o o o o

TriaBeautyunderstandsthemarketitworksin

(4)o o o o o o o


expectfromTriaBeauty

(5)

o o o o o o o


32

Q14PleaseanswerthefollowingquestionsaboutHelloProducts.


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

IamfamiliarwithHelloProducts(1)

o o o o o o o PromisesmadebyHello

Productsarelikelytobereliable

(2)

o o o o o o o

IexpectthatHello

Productsputs

customers'interests

beforetheirown(3)

o o o o o o o

HelloProducts


(4)

o o o o o o o


expectfromHello

Products(5)

o o o o o o o


33

Q15PleaseanswerthefollowingquestionsaboutHarry's


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliar

withHarry's(1)

o o o o o o o PromisesmadebyHarry'sarelikelytobereliable(2)

o o o o o o o IexpectthatHarry'sputscustomers'interests

beforetheirown(3)

o o o o o o o

Harry'sunderstandsthemarketitworksin

(4)o o o o o o o


expectfromHarry's(5)

o o o o o o o


34

Q16PleaseanswerthefollowingquestionsaboutNike


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

IamfamiliarwithNike

(1)o o o o o o o

PromisesmadebyNikearelikelytobereliable(2)

o o o o o o o IexpectthatNikeputscustomers'interests

beforetheirown(3)

o o o o o o o

Nikeunderstandsthemarketitworksin

(4)o o o o o o o


expectfromNike(5)

o o o o o o o


35

Q17Pleaseanswerthefollowingquestionsabout3M


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliar

with3M(1) o o o o o o o Promisesmadeby3Marelikelytobereliable

(2)o o o o o o o

Iexpectthat3Mputscustomers'interests

beforetheirown(3)

o o o o o o o

3Munderstandsthemarketitworksin

(4)o o o o o o o


expectfrom3M(5)

o o o o o o o


36

Q18PleaseanswerthefollowingquestionsaboutMondelezInternational


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

MondelezInternational

(1)o o o o o o o

PromisesmadebyMondelez

Internationalarelikelytobereliable

(2)

o o o o o o o

IexpectthatMondelez

Internationalputs

customers'interests

beforetheirown(3)

o o o o o o o

MondelezInternationalunderstandsthemarketitworksin(4)

o o o o o o o Iamquitecertainwhattoexpectfrom

MondelezInternational

(5)

o o o o o o o


37

Q19PleaseanswerthefollowingquestionsaboutGeneralMills


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

GeneralMills(1)

o o o o o o o PromisesmadebyGeneralMillsarelikelytobereliable(2)

o o o o o o o

IexpectthatGeneralMillsputscustomers'interests

beforetheirown(3)

o o o o o o o

GeneralMills


(4)

o o o o o o o Iamquitecertainwhatto

expectfromGeneralMills(5)

o o o o o o o


38

Q20PleaseanswerthefollowingquestionsaboutL'Oreal


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliar

withL'Oreal(1)

o o o o o o o PromisesmadebyL'Orealarelikelytobereliable(2)

o o o o o o o IexpectthatL'Orealputscustomers'interests

beforetheirown(3)

o o o o o o o

L'Orealunderstandsthemarketitworksin

(4)o o o o o o o


expectfromL'Oreal(5)

o o o o o o o


39

Q21PleaseanswerthefollowingquestionsaboutMattel


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliar

withMattel(1)

o o o o o o o PromisesmadebyMattelarelikelytobereliable(2)

o o o o o o o IexpectthatMattelputscustomers'interests

beforetheirown(3)

o o o o o o o

Mattelunderstandsthemarketitworksin

(4)o o o o o o o


expectfromMattel(5)

o o o o o o o


40

Q22PleaseanswerthefollowingquestionsaboutRalphLauren


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliar

withRalphLauren(1)

o o o o o o o PromisesmadebyRalph

Laurenarelikelytobereliable(2)

o o o o o o o

IexpectthatRalph

Laurenputscustomers'interests

beforetheirown(3)

o o o o o o o

RalphLauren


(4)

o o o o o o o


expectfromRalph

Lauren(5)

o o o o o o o


41

Q23PleaseanswerthefollowingquestionsaboutAvon


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

IamfamiliarwithAvon

(1)o o o o o o o

PromisesmadebyAvonarelikelytobereliable(2)

o o o o o o o IexpectthatAvonputscustomers'interests

beforetheirown(3)

o o o o o o o

Avonunderstandsthemarketitworksin

(4)o o o o o o o


expectfromAvon(5)

o o o o o o o


42

Q24PleaseanswerthefollowingquestionsaboutElectronicArts


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

ElectronicArts(1)

o o o o o o o PromisesmadebyElectronicArtsarelikelytobereliable(2)

o o o o o o o

IexpectthatElectronicArtsputscustomers'interests

beforetheirown(3)

o o o o o o o

ElectronicArts


(4)


expectfromElectronicArts(5)

o o o o o o o


43

Q25PleaseanswerthefollowingquestionsaboutSnapple


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

Snapple(1)o o o o o o o

Promisesmadeby

Snapplearelikelytobereliable(2)

o o o o o o o IexpectthatSnappleputs

customers'interests

beforetheirown(3)

o o o o o o o

Snappleunderstandsthemarketitworksin

(4)o o o o o o o


expectfromSnapple(5)

o o o o o o o


44

Q26PleaseanswerthefollowingquestionsaboutMethodHome


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

MethodHome(1)

o o o o o o o PromisesmadebyMethodarelikelytobereliable(2)

o o o o o o o IexpectthatMethodputs

customers'interests

beforetheirown(3)

o o o o o o o

Methodunderstandsthemarketitworksin

(4)o o o o o o o


expectfromMethod(5)

o o o o o o o


45

Q27PleaseanswerthefollowingquestionsaboutWalkerandCompany


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliar

withWalkerand

Company(1)


WalkerandCompanyarelikelytobereliable

(2)

o o o o o o o

IexpectthatWalkerandCompanyputs

customers'interests

beforetheirown(3)

o o o o o o o

WalkerandCompany


(4)

o o o o o o o


expectfromWalkerandCompany

(5)

o o o o o o o


46

Q28PleaseanswerthefollowingquestionsaboutUnrealSnacks


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliar

withUnrealSnacks(1)

o o o o o o o PromisesmadebyUnreal

Snacksarelikelytobereliable(2)

o o o o o o o

IexpectthatUnreal

Snacksputscustomers'interests

beforetheirown(3)

o o o o o o o

UnrealSnacks


(4)

o o o o o o o


expectfromUnreal

Snacks(5)

o o o o o o o


47

Q29PleaseanswerthefollowingquestionsaboutHamptonCreek


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliarwith

HamptonCreek(1)

o o o o o o o PromisesmadebyHamptonCreekarelikelytobereliable(2)

o o o o o o o

IexpectthatHamptonCreekputscustomers'interests

beforetheirown(3)

o o o o o o o

HamptonCreek


(4)


expectfromHamptonCreek(5)

o o o o o o o


48

Q30PleaseanswerthefollowingquestionsaboutNavitasOrganics


Disagree2(2)



Somewhatagree5(5)

Agree6(6)

Stronglyagree7(7)

Iamfamiliar

withNavitasOrganics(1)

o o o o o o o PromisesmadebyNavitas

Organicsarelikelytobereliable(2)

o o o o o o o

IexpectthatNavitasOrganicsputs

customers'interests

beforetheirown(3)

o o o o o o o

NavitasOrganics


(4)


expectfromNavitas

Organics(5)

o o o o o o o Q32Onaverage,howmanyHOURSperdaydoyouusesocialmedia?(makeyourbestguess)

________________________________________________________________


49

Q33Onaverage,howmanytimesadaydoyouvisitthefollowingwebsites?Pleasewriteanumber.

TimesADay(1)

Facebook(1)

Twitter(2)

Instagram(3)

Youtube(4)

Q34Almostfinished!Whatisyourage?

________________________________________________________________

Q35Gender?

o Male(1)o Female(2)o Other(3)o Prefernottoanswer(4)


50

Q36Anyfinalcommentsfortheresearcher?

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

Figure2

Demographicsfromthesurvey: MAX MINAverageage 35.51 75 18#Females 266 #Males 235 #DailyvisitsonYoutube 4.13 100 0#DailyvisitsonInstagram 2.33 50 0#DailyvisitsonFacebook 5.64 120 0#DailyvisitsonTwitter 2.22 60 0Hours/dayspentonsocialmedia

2.60 44 0

Figure3

TRUSTRANKING(SMIRanking):

1.SMUCKERS(#27)

2.NIKE(#2)

3.HERSHEY(#8)

4.MCCORMICK(#23)

5.GENERALMILLS(#16)

6.COCACOLA(#1)


51

7.HANES(#26)

8.CLOROX(#18)

9.SNAPPLE(#11)

10.NESTLE(#12)

11.MATTEL(#20)

12.3M(#5)

13.PEPSICO(#6)

14.L’OREAL(#13)

15.RALPHLAUREN(#4)

16.AVON(#9)

17.P&G(#15)

18.UNILEVER(#14)

19.ELECTRONICARTS(#3)

20.HONESTCOMPANY(#7)

21.METHODHOME(#21)

22.NAVITASORGANICS(#24)

23.TRIABEAUTY(#29)

24.HAMPTONCREEK(#19)

25.HARRYS(#17)

26.UNREALSNACKS(#22)

27.WALKER&CO(#30)

28.MONDELEZ(#25)


52

29.HELLOPRODUCTS(#28)

30.CHUBBIES(#10)

LARGEMEDIUMSMALL

Figure4

INTEGRITY

1.Smuckers2.Hershey3.Hanes4.Nike5.Mccormick6.Cocacola7.Snapple8.Clorox9.3m10.GeneralMills11.Mattel12.Nestle13.RalphLauren14.Pepsico15.L'oreal16.Avon17.P&G18.Unilever19.ElectricArts20.HonestCompany21.Method22.HamptonCreek23.TriaBeauty24.WalkerandCompany25.NavitasOrganics26.Mondelez27.Harrys28.Hello29.UnrealSnacks30.Chubbies

BENEVOLENCE

1.Smuckers2.Nike3.Hershey4.Snapple5.Hanes6.Generalmills7.Cocacola8.Mccormick9.Mattel10.Clorox11.3m12.L'oreal13.P&G14.Nestle15.RalphLauren16.Unilever17.Avon18.ElectricArts19.Pepsico20.Method21.HonestCompany22.HamptonCreek23.NavitasOrganics24.TriaBeauty25.WalkerandCompany26.Harrys27.Hello28.UnrealSnacks29.Mondelez30.Chubbies

ABILITY

1.Nike2.GeneralMills3.Hershey4.Mccormick5.Pepsico6.Clorox7.L'oreal8.Nestle9.3m10.Mattel11.RalphLauren12.Smuckers13.Snapple14.Cocacola15.Hanes16.Avon17.Electricarts18.Unilever19.P&G20.Method21.HonestCompany22.Triabeauty23.Harrys24.Navitasorganics25.Unrealsnacks26.Mondelez27.WalkerandCompany28.Hello29.HamptonCreek30.Chubbies

PREDICTABILITY

1.P&G2.Cocacola3.Hanes4.Smuckers5.HonestCompany6.Chubbies7.Unilever8.Pepsico9.Nestle10.Mccormick11.Clorox12.Hershey13.Triabeauty14.Hello15.Harrys16.Nike17.3m18.Mondelez19.Generalmills20.L'oreal21.Mattel22.RalphLauren23.Avon24.ElectricArts25.Snapple26.Method27.WalkerandCompany28.unrealsnacks29.HamptonCreek30.Navitasorganics


53

Figure5

SMIRANKING:

1.COCA-COLAà8.88E+13

2.NIKEà3.55E+13

3.ELECTRONICARTSà1.68E+13

4.RALPHLAURENà3.77+12

5.3Mà1.17E+12

6.PEPSIà9.06E+11

7.HONESTCOMPANYà4.98E+11

8.HERSHEYSà4.09E+11

9.AVONà2.94E+11

10.CHUBBIESà2.90E+11

11.SNAPPLEà2.53E+11

12.NESTLEà2.19E+11

13.LOREALà1.92E+11

14.UNILEVERà1.84E+11

15.P&Gà1.47E+11

16.GENERALMILLSà1.44E+11

17.HARRYSà8.37E+10

18.CLOROXà8.17E+10

19.HAMPTONCREEKà7.15E+10

20.MATTELà5.90E+10

21.METHODHOMEà3.21E+10


54

22.UNREALSNACKSà1.98E+10

23.MCCORMICKSPICESà1.83E+10

24.NAVITASORGANICSà1.63E+10

25.MONDELEZà1.27E+10

26.HANESà1.19E+10

27.SMUCKERSà1.04E+10

28.HELLOPRODUCTSà4.33E+09

29.TRIABEAUTYà3.35E+09

30.WALKER&COMPANYà1.21E+09

LARGEMEDIUMSMALL

****ingeneral:largercompanieshaveahighersocialmediapresence&smallerhavealower

socialmediapresence(astobepredicted,newercompaniesmaynothavetheknowhow/

followingyet),BUTtherearequiteafewoutliers

Figure6

LARGECOMPANIES

Coefficients

StandardError

T-Stat P-value

Intercept 13.63 0.56 24.23 <.0001SMI 0.01 0.02 0.23 0.82FAM 1.22 0.10 11.60 <.0001


55

Figure7

MEDIUMCOMPANIES

Coefficients

StandardError

T-Stat P-value

Intercept 6.89 3.60 1.92 0.09SMI -0.34 0.19 -1.77 0.12FAM 2.38 0.59 4.03 0.01

Figure8

SMALLCOMPANIES

Coefficients

StandardError

T-Stat P-value

Intercept 13.94 0.97 14.38 <.0001SMI 0.95 8.57 0.11 0.91FAM 0.99 0.45 2.22 0.04

Figure9

LARGECOMPANIES

Coefficients

StandardError

T-Stat P-value

Intercept 19.96 0.58 34.40 <.0001SMI 0.12 0.10 1.23 0.25


56

Figure10

MEDIUMCOMPANIES

Coefficients

StandardError

T-Stat P-value

Intercept 21.38 0.27 79.46 <.0001SMI -0.84 0.25 -3.39 0.01

Figure11

SMALLCOMPANIES

Coefficients StandardError

T-Stat P-value

Intercept 16.01 0.32 50.20 <.0001SMI 11.85 8.56 1.38 0.20

Figure12

*SMIvaluesloggedtoappearonthesamescalingastrust

8

10

12

14

16

18

20

22

24

8 9 10 11 12 13 14 15

TRUS

T

SMI

Observations

LARGE

MEDIUM

SMALL


57

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Kaul,A.,Chaudhri,V.,Cherian,D.,Freberg,K.,Mishra,S.,Kumar,R.,etal.(2015).Social

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Laroche,M.,Habibi,M.R.,&Richard,M.(2013).Tobeornottobeinsocialmedia:How

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Mayer,R.C.,Davis,J.H.,&Schoorman,F.D.(1995).Anintegrativemodeloforganizational

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McKnight,D.H.,Cummings,L.L.,&Chervany,N.L.(1998).Initialtrustformationinnew

organizationalrelationships.TheAcademyofManagementReview,23(3),473-490.

Niederhoffer,K.,Mooth,R.,Wiesenfeld,D.,&Gordon,J.(2007).Theoriginandimpactof

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Smith,S.(2013).ConceptualizingandevaluatingexperienceswithbrandsonFacebook.

InternationalJournalofMarketResearch,55(3),357-374.

Tiago,MariaTeresaPinheiroMeloBorges,&Veríssimo,J.M.C.(2014).Digitalmarketing

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