Do the interactions on Facebook have an effect on consumers' trust in a food brand and on their purchase behaviour? / Margaux RUAULT / 2020

Titre : Do the interactions on Facebook have an effect on consumers' trust in a food brand and on their purchase behaviour? Type de document : Mémoire Auteurs : Margaux RUAULT, Auteur Année de publication : 2020 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management RESEAU ; INTERNET ; COMPORTEMENT DU CONSOMMATEUR Résumé : This seminar paper contributes to the existing researches about the relationship between the interactions on Facebook, brand trust and purchase behaviour. More precisely, it shows if Facebook interactions can have an effect on consumers' trust in a food brand and on their purchase behaviour. It deals only with the social media Facebook which is a tool widely used by agri-food companies to engage and communicate with consumers. A quantitative study was conducted to test several hypotheses with an online survey of 111 brand food followers. The aim was to question consumers about the way they interact as well as their vision and reactions to interactions on Facebook, plus the influence of these interactions on their trust in the brand and ultimately on their purchase intention. The analyses reveal that the interactions on Facebook have an influence on brand trust and that this brand trust have an influence on purchase behaviour. However, interactions on Facebook seems not to have any direct effect on purchase behaviour. Thus, I decided to test brand trust as a mediating variable which influence the relationship between interactions and purchase behaviour. The results showed that indeed brand trust has an indirect effect between the 2 variables. To complete this information, I observed whether other elements could moderate these influences. Only brand familiarity would moderate the relationship between interactions and brand trust. This result leads to the conclusion that brand trust has a central role in a food brand's relationship with consumers and that interactions on Facebook should be designed to build that trust before thinking about purchase. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529200