Messenger
12
Messengers facilitate direct communication via text, voice, and video. Slack and WhatsApp lead in daily use and integration, while Signal and Telegram highlight privacy or independence. The category reveals strong divides in trust depending on moderation and data protection.
Average Category Trust Score
36
3
Benevolence
Benevolence represents consumers’ perception of the brand as being ‘responsible and caring despite the vicissitudes of future problematic situations’
3
Competence
Competence describes the organizational ability to realize promises based on available expertise, skills and leadership.
4
Commercialism
Commercialism is directed towards the level of and approach on earning money through media products, especially through the integration of advertising.
4
Consistency
Consistency incorporates the relationship between consumers and a brand that is built on past interactions.
4
Credibility
Credibility is characterized as the ability to meet a consumer’s expected performance.
4
Halo
Halo incorporates findings on the importance of mutual influences between content and environment on media perception.
4
Integrity
Integrity describes the belief that a brand is consistent, honest and responsible
5
Likeness
Likeness describes the perceived similarity between oneself, a brand and other consumers from this brand.
4
Transparency
Transparency describes the availability of information on a company’s internal processes and open communication about content production
4
Relevancy
Relevancy is characterized as the degree to which the brand provides things relevant to consumers’ lives.
