Modelling trust dimensions on social media
Abstract
Trust plays an important role in social media communication. For companies, trust is an important determinant of successful online communication. Thus, there is a pressing need to understand consumers’ trust in the socially mediated environment This paper presents a research study focused on modelling trust dimensions on social media. The main objective of this research is to identify which dimensions of trust play the most significant role in building trust in communication on social media. The second objective is focused on the development and validation of the five-factor trust measurement scale. A questionnaire survey (n=1000) was used as a tool to gather data. Exploratory factor analysis, confirmatory factor analysis and multiple regression analysis were used for data analysis and modelling. The research findings provide a deeper understanding of the factors that influence trust in the context of social media communication and expand existing knowledge. The conducted research uncovers the main trust dimensions that can be used to influence consumers’ attitudes toward companies operating online. Our model can help companies shape their communication to the right tone by highlighting the crucial factors that have a direct influence on trust.
Keyword : trust, trust dimensions, social media, communication, online behaviour, modelling
How to Cite
Mičík, M., Gangur, M., & Eger, L. (2022). Modelling trust dimensions on social media. Journal of Business Economics and Management, 23(4), 937–956. https://doi.org/10.3846/jbem.2022.17387
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Eger, L., Mičík, M., Gangur, M., & Řehoř, P. (2019). Employer branding: exploring attractiveness dimensions in a multicultural context. Technological and Economic Development of Economy, 25(3), 519–541. https://doi.org/10.3846/tede.2019.9387
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Grabner-Kräuter, S. & Bitter, S. (2015). Trust in online social networks: A multifaceted perspective. Forum for Social Economics, 44(1), 48–68. https://doi.org/10.1080/07360932.2013.781517
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Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: a three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41. https://doi.org/10.1016/j.ijresmar.2015.06.004
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Hwang, Y., & Lee, K. C. (2012). Investigating the moderating role of uncertainty avoidance cultural values on multidimensional online trust. Information & Management, 49(3), 171–176. https://doi.org/10.1016/j.im.2012.02.003
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