A Qualitative Study on How 'Building in Public' Influences Consumer Trust among Generation Z

Abstract

This study analyzes the lived experiences of 31 participants with regards to the influence of "Building in Public" (BiP) strategies in an increasingly transparent and technology-driven environment. The issue lies if such publicity helps build trust. Moreover, this study addresses the problem of a rapid growth in the implementation of BiP practices, as not much is known about how Generation Z assesses authenticity, transparency, and vulnerability when it comes to building consumer trust. Thus, this paper aims to address how Building in Public marketing strategies influence Generation Z customers' level of trust and how Generation Z perceives different styles of BiP contents. To dig into this deeply, a qualitative interpretive approach based on semi-structured interviews and vignette method with video stimulus are utilized in data collection to reveal recurring themes and findings. Whereas, It can be concluded from the findings that while Building in Public leads to increased perception of authenticity, relatability, and engagement, trust does not necessarily ensue. Instead, it is some of the qualities such as perceived authenticity, strategic vulnerability, depth of information, external validation, and skepticism about the purpose of the brand that influence and shape trust. It is evident from the 10 themes identified, which include perceived authenticity, vulnerability as a double-edged signal, conditional trust, humanization, skepticism, and ethical reasoning, among others. By showing that trust develops, via a process of interpretation, assessment, and validation rather than being ensured by transparency alone, the study advances both scholarly and practical understanding. Thus, marketing professionals and businesses who aim to successfully engage Gen Z consumers through genuine yet trustworthy communication tactics will find these findings useful.