Trust has a price?! Unraveling the dynamics between trust in the media and the willingness to pay in the post-pandemic scenario

This study examines the link between media trust and consumers' willingness to pay (WTP) for online news in the post-pandemic era. A 2023 survey of 1000 Austrian participants investigated how trust affects WTP and identified key predictors and moderators. Findings reveal a strong correlation between media trust and both WTP and media expenditure (ME), highlighting trust's critical role in media organizations' financial sustainability, as consumers favor credible news and trusted brands. Accordingly, media companies must develop a comprehensive strategy to (re)build trust, emphasizing the unique quality of their content and fostering trust in their brands to encourage paid over free content. By following this dual approach, media companies can adapt to the digital landscape, meet consumer expectations, and ensure economic and democratic sustainability.