“I’d be surprised if it actually had a positive effect on trust that people have in Twitter,” said Klein, dean of the Gustavson School of Business at UVic and lead author of the school’s annual Brand Trust Index.
So, at Twitter, Musk has vowed to turn the social-media platform into a less-limited bastion of free speech, stripping away some of the tools that have guarded against the promotion of false and inaccurate information that have eroded public trust in the platform, Klein said. “We see all of the social-media brands doing very badly,” including WeChat, WhatsApp and Instagram, he added.
Over time, however, “the more relational dimension started to become more important,” Klein added, such as do brands communicate honestly and fairly with consumers, fix problems that go wrong and perceptions of whether consumers trust them to safeguard their privacy?Article content
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