• Online Trust: A Stakeholder Perspective, Concepts, Implications, and Future Directions

    Shankar_Urban_Sultan_JSIS_2002

    by Venkatesh Shankar, Glen L. Urban, Fareena Sultan

    This article was published in Journal of Strategic Information Systems, 11 (2002), 325-344.

    Online trust is important in both business-to-business (B2B) and business-to-consumer (B2C) e-business.  Consumers and businesses, feeling the pressure of economic downturn and terrorism, increasingly look to buy from and do business with organizations with the most trusted Web sites and electronic networks.  Companies’ perception of online trust has steadily evolved from being a construct involving security and privacy issues on the Internet to a multidimensional, complex construct that includes reliability/credibility, emotional comfort and quality for multiple stakeholders such as employees, suppliers, distributors and regulators, in addition to customers.  Further, trust online spans the end-to-end aspects of e-business rather than being just based on the electronic storefront.  Based on a review of selected studies, we propose a stakeholder theory of trust, articulate a broad conceptual framework of online trust including its underlying elements, antecedents, and consequences, and propose some promising future research avenues in online trust.  This paper will help information systems professionals better understand the online trust perspectives of multiple stakeholders, the antecedents and consequences, thereby enabling them to build more trustworthy Web sites.

  • Online and Mobile Advertising: Current Scenario, Emerging Trends, and Future Directions

    Shankar_Hollinger_MSl_2007

    by Venkatesh Shankar and Marie Hollinger

    This article was published as MSI Report 07-206.

    Online advertising expenditures are growing rapidly and are expected to reach $37 billion in the U.S. by 2011. Mobile advertising or advertising delivered through mobile devices or media is also growing substantially. Advertisers need to better understand the different forms, formats, and media associated with online and mobile advertising, how such advertising influences consumer behavior, the different pricing models for such advertising, and how to formulate a strategy for effectively allocating their marketing dollars to different online advertising forms, formats and media. In this article, we address these issues. We provide an overview of the current scenario with regard to online and mobile advertising. We discuss the emerging trends in these areas and offer our view of the future directions.