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Reinterpretation of Advertising Trust ——On the research dimension of digital advertising trust
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Ethics
Abstract
Advertising trust is the basic issue of advertising research, which is related to the effect of advertising communication and the development of advertising marketing activities. The existing research perspective of advertising trust is based on the theory of mass communication effects. The trust relationship of the advertising participants and the impact of the overall social trust environment are not taken into account. This paper regards advertising trust as a complex social trust system, including advertising communication interaction system, advertising marketing organization system and advertising social system. Digital technology brings a complex communication environment and marketing environment, which makes advertising a new crisis of trust on the basis of traditional trust issues. Digital advertising trust must focus on machine trust issues as machine production and distribution is more and more important for advertising communication.
First & Corresponding Author
Jingyi Zhao, School of Journalism& Communication, Wuhan University
Authors in the order to be printed.
Jingyi Zhao