Caring for baby: what sources of information do mothers use and trust?

Abstract

Purpose: A broad array of information channels exists for service customers. The purpose of this study is to better understand the relationship between the use of, and trust in, information channels, so that there is scope to increase the effectiveness of reliable information provision and, hence, to change behaviour. Design/methodology/approach: This study empirically explored whether customers use channels they trust, and trust what they use, and examined the association between individual (demographic) factors and that trust. A total of 472 mothers completed an online survey. Findings: The current study empirically explored channel trust and individual factors, finding that individual fac..