The impact of brand transparency of food delivery apps in interactive brand communication
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 25 April 2023
Issue publication date: 7 March 2024
Abstract
Purpose
From the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps.
Design/methodology/approach
First, a set of precursors of brand transparency of food delivery apps from focus group discussions was identified. Next, an integrated model tests the impact of brand transparency, perceived risk and brand trust on users' ordering frequency. Data collected from 522 users were analyzed using the partial least squares structural equation modeling method.
Findings
The outcomes showed the effectiveness of brand communications as the strongest indicator of brand transparency. Moreover, brand transparency favorably influences users' brand trust and ordering intention and negatively influences perceived risk. Hygiene rating attenuates the adverse effects of perceived risk.
Originality/value
The current study is a pioneering attempt that offers ways for online food delivery providers to build brand transparency, lessen users' risk perceptions and foster greater use of apps in the post-pandemic scenario.
Keywords
Acknowledgements
Corrigendum: It has come to the attention of the publisher that the article: Carvalho, Chopdar, P.K. and Paul, J. (2023), “The impact of brand transparency of food delivery apps in interactive brand communication”, Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-12-2022-0368 was submitted by the authors with incomplete affiliation details for Dr Paul. The affiliation details have now been corrected in the online version of the paper. The authors sincerely apologise for any inconvenience caused.
Funding: This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.
Conflict of interest: The authors declare that they have no conflict of interest.
Citation
Chopdar, P.K. and Paul, J. (2024), "The impact of brand transparency of food delivery apps in interactive brand communication", Journal of Research in Interactive Marketing, Vol. 18 No. 2, pp. 238-256. https://doi.org/10.1108/JRIM-12-2022-0368
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited