Examining the Influence of Brand Perception Dimensions on Relational Trust in Online Communities: Insights from Longrich consumers in Nigeria

Abstract

Advancements on the internet, such as social media and online communities, have driven significant transformations in communication and interaction in the business world. As a result, brands have leveraged on them to advance business opportunities. Despite continued impact brand creates especially in building perception, evidence shows it is still a battlefield for most organizations as they seek customers' attention. This follows the 3.5 billion people estimated to be suffering from oral health issues in low and middle-income nations. The study examined consumers' brand perceptions in an online community to understand how brand familiarity, brand differentiation, and brand choice relate to relational trust within the community. 138 users of Longrich products were sampled, and the findings revealed a significant relationship between brand familiarity, brand choice, brand differentiation and relational trust in the online community. The result reveals the significance of brands in online communities and indicates the important role of trust in facilitating decision-making to buy advertised brands. The implication is that brands play significant roles in the business world, where many brands compete for customers' attention.