THE IMPACT OF HUMAN-TO-HUMAN COMMUNICATION STRATEGIES ON BRAND AUTHENTICITY AND CONSUMER TRUST

Abstract

This dissertation examines the impact of Human-to-Human (H2H) communication strategies on brand authenticity and consumer trust, using JUMBO Noodly Algeria as a case study. The study is based on a quantitative approach through an online questionnaire addressed to Algerian consumers familiar with the brand and its social media communication. The data were analyzed using SPSS through reliability analysis, descriptive statistics, correlation, regression, and mediation analysis. The findings show that H2H communication strategies have a positive and significant effect on perceived brand authenticity and consumer trust. The results also confirm that perceived brand authenticity positively influences consumer trust and partially mediates the relationship between H2H communication and trust. This means that humanized, transparent, responsive, and consumer-oriented communication strengthens trust both directly and indirectly by improving authenticity perceptions. The study contributes to the understanding of H2H communication in the Algerian FMCG context and provides practical recommendations for JUMBO Noodly and similar food brands seeking to build stronger authenticity and trust through digital communication.