Monday, May 2, 2011

The Dimensions of Trust – Building Confidence through Innovation Communication

Innovation Journalism Vol 8(1) May 3 2011
Bettina Maisch, Jochen Binder, Beat Schmid, and Larry Leifer

http://www.innovationjournalism.org/archive/injo-8-1.pdf


The aspect of trust is critical to the success of the communication of innovations, particularly in the context of the introduction of a new product. Due to the characteristics of innovations – especially those with a high degree of innovation – the target groups often view them with uncertainty or even fear. Since negative feelings have a stronger effect than the desire and interest in the new, (potential) customers are often reserved or even rejectful of the innovation. In order to help alleviate uncertainties and to build trust, companies must communicate their innovation to the target group by means of targeted trust communication. This study examines the aspect of trust using user participation in Web 2.0 innovation communication in the concrete example of the introduction of the hybrid vehicle Chevrolet Volt on the private social networking platform, Facebook. The results of the study allows the identification of four different levels of communication of trust: the level of relationship or communication, of the innovation, of the company and of the innovative product.

1 comment:

Denil Wolter said...

The main purpose of education is to help students gain the knowledge and skills so that they will be able to function in society. Students need to be provided with the necessary skills so that they can learn to become productive citizens. There are many advantages that are associated with receiving an education. Students will be able to contribute to their community and help make it a better place to live. Education basically helps shape society because it helps students learn to become more sociable and helps them develop relationships with their peers. Students will be more qualified for different job positions if they have a good solid education. Education is vital to each student’s life, therefore, by working hard to provide the best instruction possible will help train students to become future leaders and will lead to a better life.

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