The Dynamics of Transparency : Optimizing Digital Information Sharing in Brand Marketing

Despite its rising popularity, transparency is still a not well-understood concept as there is no general agreement regarding its definition and construct in brand marketing. This research aims to solidify our understanding of transparency by validating the key characteristics of transparent information and demonstrate how transparent information impacts purchase intention by confirming the serial mediation of transparency perception and brand attitude and the moderation of information processing capacity given the ever-increasing clutter of the digital world