Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022)

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Research on the Impact of Social Media Relationship Strategies on Customer Trust——Based on Smartpls

Authors
Zhenglin Zhang1, Yingsong Feng1, *, Taiwen Feng2
1School of Management, Lintong Campus of Xi’an Polytechnic University, Lintong Campus of Xi’an Polytechnic University, Xi’an, China
2School of Economics and Management, Harbin Institute of Technology (Weihai), Harbin Institute of Technology (Weihai), Weihai, China
*Corresponding author. Email: 290542113@qq.com
Corresponding Author
Yingsong Feng
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-024-4_22How to use a DOI?
Keywords
Relationship maintenance strategy; perceived authenticity; value congruence; cognition-based trust; affect-based trust
Abstract

With the widespread use of social media, online interaction between enterprises and customers of social media has become an important way for enterprises to maintain the customer relationship. We develop a dual-process model to explore the mechanism of the company’s online customer relationship maintenance strategies and customer trust. Hypothesis were tested using data from 163 customers of high-end boutiques by PLS method and Smartpls software. PLS method is used to test the effectiveness and hypothesis of measurement, and Smartpls software is used to establish the structural equation model for empirical analysis. We found that online prosocial relationship maintenance strategy including positivity and supportiveness significantly improves customers cognitive trust and emotional trust. While antisocial strategy including fraud and avoidance strategies reduces the customer’s cognitive trust and emotional trust. Social influence dual-process including internalization and identification exactly play a mediator role. Consumer’s perceived authenticity and value congruence mediate the relationship between relationship maintenance strategy and customer trust. Finally, this paper illustrates the practical implications on companies’ relationship maintenance strategies to improve customer trust and performance.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022)
Series
Atlantis Highlights in Computer Sciences
Publication Date
12 December 2022
ISBN
978-94-6463-024-4
ISSN
2589-4900
DOI
10.2991/978-94-6463-024-4_22How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zhenglin Zhang
AU  - Yingsong Feng
AU  - Taiwen Feng
PY  - 2022
DA  - 2022/12/12
TI  - Research on the Impact of Social Media Relationship Strategies on Customer Trust——Based on Smartpls
BT  - Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022)
PB  - Atlantis Press
SP  - 200
EP  - 210
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-024-4_22
DO  - 10.2991/978-94-6463-024-4_22
ID  - Zhang2022
ER  -