Nowadays, food and beverage businesses need some adjustments regarding their marketing strategy as people’s lifestyle, and dietary patterns are varied. One of the marketing strategies on social media which local restaurant marketers can adopt is content marketing. However, content marketing will not work until trust is established (Newman, 2014). Marketers must ensure that the contents are genuine and transparent enough to develop trust (Kee & Yazdanifard, 2015). This study aims to examine the effect of product transparency on consumer trust to increase the effectiveness of content marketing and investigate whether one of Hofstede’s cultural dimensions, uncertainty avoidance, can be the moderator of this relationship. The valid respondents of the online survey were 111 Taiwanese and Singaporean. It was revealed that product transparency positively influences consumer trust, and uncertainty avoidance cannot be the significant moderator of this relationship. Furthermore, an additional analysis provided evidence where uncertainty avoidance has a negative influence on consumer trust. Therefore, providing transparent information regarding food products in content marketing would help to increase the effectiveness of local restaurant’s marketing strategy through social media, and recognizing the cultural dimensions of where the business operates will give an initial hint of the consumer’s propensity to trust. The importance of this research is to recognize the possible factor that can help to increase the effectiveness of content marketing for food and beverage businesses, specifically for local restaurants. Marketers need to evaluate their strategy depending on the consumers’ perception of trust and transparency and choose their content strategy appropriately based on the trust beliefs of the consumers of a country where the business will be performed.

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