Consumers’ trust and popularity of negative posts in social media : a case study on the integration between B2C and C2C business models

摘要

Trust can be defined as the vulnerability of trustorudtowards trustee to meet certain expectations. This paper extendsudthe definition of trust to cover digital world and illustrate theudtrust model used by most of nowadays online stores. The socialudmedia sentiment analysis revealed the sentiments of customersudtowards traditional Business-to-Consumer (B2C) stores vsudmodern Consumer-to-Consumer (C2C) market places. Sentimentudanalysis was performed across multiple industry’s like Taxi,udhospitality, and online retail industry. The popularity of Negativeudsentiments was higher towards most of modern C2C marketudplaces compared to traditional B2C stores. The popularity ofudnegative posts was linked with the consumers’ trust towards theudC2C market place offering. However, few C2C companiesudmanaged to maintain a high positive posts ration and sometimesudthey were better than traditional B2C business. Uber andudAirBnB surprisingly were not on the top.