The influence of the degree of consumer distrust on the efficiency of marketing communications
Abstract
The problem of forming and communicating consumer value, even in the context of digitalization, remains the most relevant area in behavioral economics. The problem of consumer and behavioral reactions is becoming the most discussed topic of scientific research. The paradigm of consumer behavior is constantly undergoing changes, refinements and adaptation to changes in the new socio-economic realities.
This article provides a rationale for the nature of distrust in the narrative of information for making a consumer decision. Moreover, the problem of the degree of distrust in formal and informal institutions that forms the mechanism for conveying consumer value is considered. It should be noted that in modern realities the problem of distrust must be viewed precisely through the prism of the conceptual apparatus of behavioral and institutional economics.
In this article the author made an attempt to prove that the degree of distrust alters the effectiveness of marketing communication as such or its individual channels and significantly reduces its effectiveness. In this case the problem of distrust is considered as a social phenomenon leading to a decrease in the economic effect. At the same time, it is noted that distrust of communication channels extends to their content. The solution to the problem of the effectiveness of marketing communications is seen in the correct mechanism for developing and delivering a value proposition to the consumer.
About the Author
R. A. Shakirov
Kazan (Volga Region) Federal University
Russian Federation
Russian Federation
Assistant
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Review
For citations:
Shakirov R.A. The influence of the degree of consumer distrust on the efficiency of marketing communications. Kazan economic vestnik. 2023;1(1):111-115. (In Russ.)
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