Understanding trust influencing factors in social media communication: A qualitative study

Based on five types of trust, this research explores trust influencing factors in peer-to-peer interpersonal communication, group communication and mass communication. Previous research has mainly focused on trust and the corresponding antecedents in electronic commerce communication and online collaboration. This study extends the literature on trust influencing factors in social media communication. A trust traffic light model is used to illustrate the importance of keywords, drawn from interviews with 115 participants who use WeChat frequently. Salient trust factors were found and further elaborated through qualitative analysis. Furthermore, we developed a trust cognitive onion model to illustrate the interactions of trust factors.     

Applying a multi-dimensional hedonic concept of intrinsic motivation on social tagging tools: A theoretical model and empirical validation

Participation in and adding content to social tagging tools is important for these tools to achieve their purpose of classifying and organizing information. Users of social tagging tools are driven to participate and add tags by extrinsic and intrinsic motivation. Extrinsic motivation is dominating research as a main predictor of why users use information systems. Social tagging tools, as a subset of social media tools, are distinguished by their unique social aspect that makes intrinsic motivation a potential driver for users to add tags to content. Intrinsic motivation, when applied to social tagging tools, could entail many shades that represent different users’ motives for using such tools. In this paper, we add a rich concept of intrinsic motivation to include hedonism as a main predictor of users’ behavior on social tagging tools. We empirically validate a previously proposed theoretical model of three dimensional concepts of hedonism with three components describing individuals’ hedonic state when interacting with social tagging tools: explorability, curiosity, and enjoyment. After a robust and thorough data analysis using structured equation modeling, the results confirm our theoretical model and suggest using a richer concept of enjoyment to reflect a hedonic dimension when investigating intrinsic motivation with interactive social media tools. Our validated model could be the spark of new factors that have the potential to influence user acceptance of information systems in general and in social media tools. This research contributes to the development of attitude-behavior theories that could explain users’ acceptance of dynamic web     

Predicting positive user responses to social media advertising: The roles of emotional appeal,informativeness, and creativity

As social network services become more pervasive, social media advertising emerges as an attractive vehicle for augmenting advertising effectiveness. To leverage this new means of marketing, one must understand what engages SNS users in a favorable online behavior (i.e., overtly indicating personal interest in, or support for, the exposed message by clicking the Like or Share button in Facebook), thereby resulting in an effective advertising campaign. This research conceptualizes SNS ad effectiveness as a concept encompassing emotional appeal, informativeness and creativity that all have a potential to contribute to a positive online behavior. It empirically investigates the antecedents of positive user behavior for a SNS ad based on the theory of reasoned action, the social influence theory, and a persuasion theory. It proposes and tests a conceptual model of the formation of online user’s behavioral responses with regards to SNS advertising. The results of our empirical tests of the model reveal that informativeness and advertising creativity were key drivers of favorable behavioral responses to an SNS ad and that intention to engage in favorable user responses was positively associated with purchase intention. Based on these findings, the paper suggests further research directions and offers implications for harnessing the full potential of the new SNS advertising platform.     

How social media live streams affect online buyers: A uses and gratifications perspective

Social media live streams (SMLSs) are becoming mainstream e-commerce platforms, especially for direct selling, offering online retailers (e-tailers) immense consumer interaction and engagement levels. Despite their growing prevalence, e-tailers face difficulties capitalising on this platform to enhance retail operations. This paper explores how SMLSs affect consumers' purchase intentions by exploring their motivations for participating in e-commerce SMLSs. To this end, we used the uses and gratifications (U&G) theory to explain how using SMLSs to satisfy consumers' needs could lead to high or low purchase intentions. It was done by collecting cross-sectional data from 795 consumers who have participated in e-commerce SMLSs. The data were analysed using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). Our findings revealed that people use SMLSs to satisfy their need for value, social identification, and the medium's attributes. Based on these findings, we show six configurations that lead to high or low purchase intentions and make corresponding theoretical propositions. Thus, our study contributes to the research and practice of using SMLSs for online shopping.     

The role of social media in the engagement and information processes of social CRM

This study furthers investigation into exactly how Social CRM (S-CRM) is different from traditional CRM, and models the interrelationships between its capabilities. It is underpinned in dynamic capabilities theory, to explain how social media, as a resource all organizations use, can lead to differing performance outcomes. It is underpinned in seminal research into traditional CRM, but which does not cater for the disruptive nature of social media. We outline how S-CRM is a second-order dynamic capability consistng of a set of first-order integrative dynamic capabiliies that, when properly interrelated, lead to performance outcomes. We particularly model the role of S-CRM front- and back-office technology capabilities, customer engagement initiatives, and social information processes in driving customer relationship performance. Findings show that S-CRM is different from traditional CRM in a range of ways in the front- and back-offices, and provide a framework for researcher and managers in information systems and marketing to operate at strategic and tactical levels within S-CRM, while being congisant of both.     

The influence of informal social media practices on knowledge sharing and work processes within organizations

Contemporary information technologies such as social media have invigorated the way knowledge is shared within organizations to the extent that we have to rethink and reassess our understanding of the role and influence of technology in organizational processes and knowledge sharing. This paper uses the strategy as practice lens guided by the interpretivist philosophy to understand the influence of informal social media practices on knowledge sharing and work processes within an organization. The paper uses empirical evidence from the case study of a telecom organization in Tanzania to gain theoretical insight into informal social media practices and knowledge sharing. This research contributes to the Information Systems (IS) literature by asserting that organizational processes are achieved by mundane knowledge sharing mediated by informal social media use within the organization. Also, the study contributes to IS literature by highlighting how emerging informal practices are essential to daily processes within organizations.     

Social media and disaster management: Case of the north and south Kivu regions in the Democratic Republic of the Congo

North and South Kivu provinces in the Eastern part of the Democratic Republic of the Congo (DRC) are still confronted by both natural and manmade disasters and are potentially exposed to carbon dioxide and methane from Lake Kivu. For people living in those areas, it is important to have constant access to real-time situational information to prevent fatal dangers. Our study aims at examining the adoption factors of social media and the impact of their use in managing disaster. We proposed and empirically validated a research model drawn on three combined theories: TAM, the diffusion-of-innovation theory and the Kahn’s framework of psychological conditions and agility. The obtained model was tested with a sample of 418 respondents using the Partial Least Squares Structural Equation Modelling method (PLS-SEM). The study revealed the following two main outputs: (i) social media platforms are perceived to be easy to use, useful with a perceived relative advantage, and are therefore essential for disaster management; and (ii) the use of social media impacts information accessibility, adaptability, proactiveness and resilience.     

Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India

Increasingly firms are looking to use social media to connect with different stakeholders as plans on building presence on such platforms are becoming part of top-level strategy. The purpose of this study is to identify the factors that would help the Small and Medium Enterprises (SMEs) of India to adopt Social Media Marketing (SMM) mechanisms for improving their business impact. Adoption of SMM by SMEs has considerable impact on the improvement of business outcome of the SMEs. A theoretical model has been developed with the help of theory borrowed from TAM and UTAUT2 with some modifications to explore this impact through business performance, sales, connect with customers, identify customer' needs and creativity of the employees. The theoretical model has been validated empirically using a survey of 310 firms and subsequent analysis have been carried out using structured equation modelling. The results highlight that perceived usefulness, perceived ease of use and compatibility positively affect impact of SMM after adoption by the SMEs. The facilitating conditions have insignificant impact whereas cost has a significant but negative impact on the use of SMM by SMEs. Since there are a few studies in this context, the study contributes to existing literature on the impact of SMM in SMEs in an emerging economy.     

Examination of how social aspects moderate the relationship between task characteristics and usage of social communication technologies (SCTs) in organizations

Because of the increasing significance of social communication technologies within an organization, they have become a new form of information processing, resulting in business process transitions and increased benefits. By applying media richness theory and social theories, this study investigated how social communication technologies (SCTs) can be used by an employee to fit his/her task characteristics. Additionally, it also examined how the employee's social relationships moderated media usage in the current job environment and how this usage influenced the task performance. Five media were selected in this study (telephone, video conferencing, email, instant messaging, and blog). Using a hierarchical regression approach, we found that task characteristics were related to media usage, whereas social factors (social influence and social affinity) moderated the degree of the relationships. A few particular media and technologies seemed to perform well, however these are influenced by the social aspects. Moreover, the usage of social technologies results in positive task performance. The performance of a few specific technologies demonstrated binding effects (email performance was associated with instant messenger performance). In summary, we found that the usage of SCTs is instrumentally determined by the interaction between the task and social relationships.     

Social media enablers and inhibitors: Understanding their relationships in a social networking site context

This study extends and tests the dual factor model of technology usage (Cenfetelli, 2004, Cenfetelli and Schwarz, 2011), which recognizes enablers and inhibitors as two distinct constructs in the context of social media. We test the effect of two enablers: perceived usefulness and perceived enjoyment on perceived communication quality and social media continuance intention. We advance the understanding of the conceptualization of inhibitors from object-based, social-based, behavioral-based, and affective-based perspectives. We investigate the moderating effects of affective-based inhibitors (i.e., perceived social media distress and perceived social media anxiety) and the direct effects of object-based inhibitor (rapid change), social-based inhibitor (i.e., distorted reputation), and behavioral-based inhibitor (perceived complexity) on communication quality and continuance intention. To test the hypotheses, we collected data using an Online Crowdsourcing Markets (OCMs) technique. Using a sample of 268 Facebook users, our findings suggest perceived enjoyment is the main enabler, whereas perceived complexity is the main inhibitor of social media continuance intention. The findings also suggest that perceived social media anxiety moderates the relationships between (1) perceived complexity and perceived enjoyment, (2) perceived complexity and perceived usefulness, and (3) perceived complexity and perceived communication quality. We also find distorted reputation has a positive effect on perceived complexity but rapid change does not have a significant effect on perceived complexity. Perceived communication quality also significantly influences social media continuance intention. Our study confirms the dual factor model of technology usage and advances social media research by demonstrating that inhibitors are distinct from enablers.     

Influence of self-perceived creativity and social media use in predicting E-entrepreneurial intention

Entrepreneurship has gained widespread attention in the 21st century. This study aims to examine the direct effect of self-perceived creativity on e-entrepreneurship intention and the moderating effect of social media use on the relationship between self-perceived creativity and e-entrepreneurship intention. Data were gathered from 248 Omani entrepreneurs. The findings revealed that the direct effect of self-perceived creativity and social media use significantly influences e-entrepreneurship intention. Notably, the positive impact of self-perceived creativity on e-entrepreneurship intention was moderated by social media use. This study concluded that self-perceived creativity is a crucial factor at the start of the entrepreneurial process, as it contributes to designing new products and services. In addition, this study introduced social media use as a boundary condition on the relationship between self-perceived creativity and e-entrepreneurial intention. Therefore, this study differs from other studies, as it examines whether social media improves opportunities for entrepreneurs and works for discovering and generating opportunities.     

Consumer response towards social media advertising: Effect of media interactivity,its conditions and the underlying mechanism

Marketers increasingly use social media platforms as a promotion channel, and doing this, they prefer highly interactive social media because it allows consumers to socialize and network better. However, in this media, attention is often restricted towards primary purpose only as a result of the level of interactivity, thereby affecting consumer response towards the advertisement(ad). In this setting, the study analyzes the role of media interactivity and the effects it has on the reaction of customers towards the social media ad. Further, the study also introduces the conditional role of message relevant aspects, such as message vividness and anthropomorphism, and examines the intervening role of flow experience. Results from a between-subjects study indicate that interactivity hurts the consumer ad reactions. It also suggests that the right use of message relevant aspects can mitigate these adverse effects. Thus, the study makes a significant contribution to the literature and practice regarding the effects of social media interactivity which is relatively recent and has been overlooked by past researchers.     

Emergency knowledge management and social media technologies: A case study of the 2010 Haitian earthquake

The US response to the 2010 Haiti Earthquake was a large effort coordinated by three major agencies that worked in tandem with the Government of Haiti, the United Nations, and many countries from around the globe. Managing this response effort was a complex undertaking that relied extensively on knowledge management systems (KMS). For the first time, however, US government agencies employed social media technologies such as wikis and collaborative workspaces as the main knowledge sharing mechanisms. In this research we present a case study developed through action research of how these social media technologies were used, what influences they made on knowledge sharing, reuse, and decision-making, and how knowledge was effectively (and at times ineffectively) maintained in these systems. First-hand knowledge of the response is used, offering strategies for future deployment of social media and important research questions that remain regarding social media as knowledge management systems, particularly for disaster and emergency management.     

The dual concept of consumer value in social media brand community: A trust transfer perspective

Companies are increasingly relying on social media brand communities to interact with consumers and achieve business values. Thus, it is essential to understand how companies can extract value from consumers in social media brand communities. We develop a model clarifying the dual concept of consumer value and illustrating how consumer-perceived value can be transformed into consumer-generated value from a trust transfer perspective. Specifically, we identify three types of consumer-perceived value: utilitarian, hedonic, and social. We capture consumer-generated value in terms of purchase intention and social media word of mouth. Using a two-wave survey, our results strongly support the research model. Specifically, the three types of consumer-perceived values positively affect consumer trust in social media brand communities, which in turn leads to trust in brand and in social media and, thereafter, consumers’ subsequent social media word of mouth and purchase intentions. Our study makes several contributions to the strategic information systems literature concerning leveraging social media brand communities into business strategies. Theoretically, our study expands the understanding of the dual concept of consumer value in social media brand communities through the trust transfer theory. Practically, our study delivers insights for companies into how social media brand communities can be used as a strategic tool for achieving business values.     

Effect of penitence on social media trust and privacy concerns: The case of Facebook

Abuse of information entrusted to organizations can result in a variety of privacy violations and trust concerns for consumers. In the event of violations, a social media brand or organization renders an apology – a form of social account – to alleviate users’ concerns and maintain user membership and engagement with the platform. To explore the link between apology offered by a social media brand or organization and the users’ trust dynamics in the brand’s services, we study how organizational integrity can contribute to reducing individuals’ privacy concerns whiles increasing or repairing their trust. Drawing on organizational behavioral integrity literature, our proposed research model suggests that the persuasiveness of an apology following a data breach affects users’ trust or spillover trust through their perceptions of the degree of alignment between the words in the apology and the actions of the violating entity. Based on a survey of Facebook users, our findings show that persuasiveness of an apology has a significant impact on users’ perceptions of the alignment between the social media brand’s (i.e. Facebook) words and subsequent actions. These perceptions impact social media brand trust (i.e. users’ trust in Facebook and allied services such as Instagram). We also find that, post data breach incidence, while integrity of the social media organization partially mediates the relationship between persuasive apology and users’ trust, it fully mediates the relationship between the persuasive apology and the privacy concerns expressed by the users. However, users’ privacy concerns do not contribute much to the repair of trust needed to maintain their membership.     

Inside out and outside in: How the COVID-19 pandemic affects self-disclosure on social media

As social distancing and lockdown orders grew more pervasive, individuals increasingly turned to social media for support, entertainment, and connection to others. We posit that global health emergencies - specifically, the COVID-19 pandemic - change how and what individuals self-disclose on social media. We argue that IS research needs to consider how privacy (self-focused) and social (other-focused) calculus have moved some issues outside in (caused by a shift in what is considered socially appropriate) and others inside out (caused by a shift in what information should be shared for the public good). We identify a series of directions for future research that hold potential for furthering our understanding of online self-disclosure and its factors during health emergencies.     

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

This paper examines the antecedents of branding co-creation that include social networking sites’(SNSs) participation motivations,customer participation, brand trust and brand loyalty in social media brand communities by applying the “Stimulus-Organism-Response paradigm”. The survey method was used to gather data from 407 social media users. Data were analysed using structural equation modeling techniques. The findings reveal that SNSs’ participation motivations positively influence customer participation, which in turn significantly affects brand trust and brand loyalty. Consequently, both brand trust and brand loyalty positively influence branding co-creation in brand communities on social media. Furthermore, brand trust contributes as a mediator between customer participation and brand loyalty on social media brand communities. Although studies on relationships examined through the lens of the Stimulus-Organism-Response paradigm are popular, to the authors’ surprise there is scant literature examining the relationships between SNSs’ participation motivations, customer participation in social media brand communities, brand trust, brand loyalty and branding co-creation.     

Compatible quality of social media content: Conceptualization,measurement, and affordances

Building and maintaining favorable social media relationships with customers require that organizations produce quality content that fits customers’ needs. So far, little if any research has conceptualized and measured this kind of content quality in the context of social media. Therefore, this study proposes and empirically examines a new construct, compatible quality of social media content, which adds to knowledge by expanding prior online content quality research beyond the traditional focus on non-fit quality beliefs. The results of structural equation modeling of responses collected from a sample of active social media users reveal at least three worth noting findings. First, the study confirmed the multidimensionality of compatible quality of social media content, which encompasses reflective, stimulated, practiced, and advocated components. Second, there was equivalence in the measurements of the studied constructs and the structural weights of the proposed network of relationships across the different gender and experience subgroups. Third, compatible quality of social media content was found to influence continued interest, active confidence, and feedback openness. The practical and research implications of these results are discussed.     

Mental disorders on online social media through the lens of language and behaviour: Analysis and visualisation

Due to the worldwide accessibility to the Internet along with the continuous advances in mobile technologies, physical and digital worlds have become completely blended, and the proliferation of social media platforms has taken a leading role over this evolution. In this paper, we undertake a thorough analysis towards better visualising and understanding the factors that characterise and differentiate social media users affected by mental disorders. We perform different experiments studying multiple dimensions of language, including vocabulary uniqueness, word usage, linguistic style, psychometric attributes, emotions’ co-occurrence patterns, and online behavioural traits, including social engagement and posting trends.Our findings reveal significant differences on the use of function words, such as adverbs and verb tense, and topic-specific vocabulary, such as biological processes. As for emotional expression, we observe that affected users tend to share emotions more regularly than control individuals on average. Overall, the monthly posting variance of the affected groups is higher than the control groups. Moreover, we found evidence suggesting that language use on micro-blogging platforms is less distinguishable for users who have a mental disorder than other less restrictive platforms. In particular, we observe on Twitter less quantifiable differences between affected and control groups compared to Reddit.