Influence of Social Media on Brand Trust During COVID-19 Through Corporate Social Responsibility Communication

Influence of Social Media on Brand Trust During COVID-19 Through Corporate Social Responsibility Communication Menaga A S Vasantha

Social media marketing has gained immense benefit in the digital world. Consumers all over the world are getting the services through this type of platform under one roof. The purpose of the research is to find out influence of social media on brand trust during COVID-19 through Corporate Social Responsibility (CSR). The term corporate communication in social media is also called content marketing. The research highlight whether, during this pandemic situation, there is any change in the brand trust and how the marketers can have an upper edge in the digital competitive market by adopting different CSR practices. For the present study, 403 respondents across India were chosen as a sample frame. The findings of the study reveal the fact that the responsible communication about CSR activities with the help of social media marketing, in particular, will likely influence brand trust among the consumers of FMCG companies in India.
04 24 2022 8819 8829 http://dx.doi.org/10.1088/crossmark-policy iopscience.iop.org Influence of Social Media on Brand Trust During COVID-19 Through Corporate Social Responsibility Communication ECS Transactions paper © 2022 ECS - The Electrochemical Society https://iopscience.iop.org/page/copyright https://iopscience.iop.org/info/page/text-and-data-mining 10.1149/10701.8819ecst https://iopscience.iop.org/article/10.1149/10701.8819ecst https://iopscience.iop.org/article/10.1149/10701.8819ecst/pdf https://iopscience.iop.org/article/10.1149/10701.8819ecst/pdf https://iopscience.iop.org/article/10.1149/10701.8819ecst https://iopscience.iop.org/article/10.1149/10701.8819ecst/pdf