Distrust in organization-client relationships in the social media era

Abstract

The study of advertising professionals’ roles on building organization-client relationship has received little focused attention in prior research especially in the social media advertising era. This article looks at the change of organization-client relationship in the social media era from advertising professionals’ perspectives. The findings identified a “change” of organization-client relationship in this digital era. This study may not be able to describe the pros and cons of adopting social media advertising; however, it was clear that this perceived misconception on the part of the clients contributed to a degree of distrust in organization-client relationships.