IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v190y2025ics0148296325000736.html
   My bibliography  Save this article

Young consumers’ brand distrust model: Understanding the antecedents of young consumers’ distrust of brands

Author

Listed:
  • Jesse, Tuominen
  • Niina, Sormanen
  • Lauri, Hietajärvi
  • Vilma, Luoma-aho
  • Terhi-Anna, Wilska

Abstract

Consumer research has shown that brands benefit from consumers’ trust in them. However, although consumers’ distrust of brands can accordingly have harmful effects on brands, the antecedents of young consumers’ brand distrust are not entirely clear. This study proposes a model for young consumer’s brand distrust antecedents based on the integration of our findings and prior research. Manual coding and latent Dirichlet allocation were utilized to analyze online research panel participants’ open-ended responses on what makes them distrust brands on social media. Our examination revealed several antecedents of young consumers’ brand distrust in the context of social media, such as reputation issues, advertising issues, impression management, and commercial collaboration. This study significantly contributes to consumer research by addressing the understudied topic of what makes young consumers distrust brands within the social media context.

Suggested Citation

  • Jesse, Tuominen & Niina, Sormanen & Lauri, Hietajärvi & Vilma, Luoma-aho & Terhi-Anna, Wilska, 2025. "Young consumers’ brand distrust model: Understanding the antecedents of young consumers’ distrust of brands," Journal of Business Research, Elsevier, vol. 190(C).
    • Handle: RePEc:eee:jbrese:v:190:y:2025:i:c:s0148296325000736
    DOI: 10.1016/j.jbusres.2025.115250
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296325000736
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2025.115250?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:190:y:2025:i:c:s0148296325000736. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.