Trust in Motion: Navigating the Liability of Distrust in Autonomous Vehicle Digital Brand Communication

Abstract: While previous research has primarily focused on the sources and causes shaping attitudes towards artificial intelligence and autonomous vehicles, this research attempts to shed light on the communication efforts employed by autonomous vehicle companies. Using qualitative content analysis of the website material from three distinct SAE level 5 autonomous vehicle organizations, the study aims to achieve two primary objectives: to investigate how digital brand communication in the autonomous vehicle industry addresses the liability of distrust, and to propose improvements for redesigning communication to reduce consumer distrust. This study explores how the autonomous vehicle industry builds trust by means of source credibility by adopting a framing perspective. The findings contribute to a more comprehensive understanding of the communication strategies navigating the liability of distrust in the autonomous vehicle industry. Furthermore, four communication improvements are suggested for autonomous vehicles' digital brand communication. This research provides valuable insights for organizations in the industry aiming to build trust, manage risk perception, and enhance their communication efforts in the rapidly evolving autonomous vehicle landscape.