Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter

This study extends brand relationship theory to the context of the microblogging platform Twitter. The authors investigate the impact of Twitter trust on users’ intentions to continue using the platform and to “follow” brands that are hosted on Twitter (the trust transfer phenomenon). They also explore the role of perceived self-Twitter personality match in strengthening trust towards the Twitter brand. A cross-cultural American–Ukrainian sample allows to identify potential culture-based differences in brand personality and brand trust concepts. The results show that the positive effect of trust in Twitter on its users’ patronage intentions is robust across two cultures with diverse history and ideology. An important novel finding is the influence of trust in Twitter on patronage intentions towards the businesses hosted on Twitter. However, this relationship reaches statistical significance only in the Ukrainian sample, signaling potential differences in the trust transfer processes in different cultures. The study confirms the role of similarity in personality traits between Twitter users and the Twitter brand in engendering trust in Twitter. The salience of different personality traits in the “personality match – Twitter trust” link for different cultures suggests important implications for global marketers.     

The influence of disposition and social ties on trust in new virtual teammates

With the increased presence of social media tools such as LinkedIn and Facebook, social network information is now commonplace. Social media websites prominently display the social distance or so-called “degrees of separation” among users, effectively allowing people to view their shared social ties with others, including prospective teammates they have not met. Through the presentation and manipulation of social network information, this longitudinal experiment investigated whether dispositional and relational variables contribute to “swift trust” among new virtual teammates. Data from 74 participants were collected to test a path analytic model predicting that social ties and propensity to trust influence perceptions of a new teammate’s trustworthiness (ability, benevolence, and integrity) as well as the willingness to trust that new teammate when given the opportunity to do so. Path analysis indicated good model fit, but showed no significant evidence that social ties or propensity to trust affect perceived trustworthiness at the initial point of team engagement. Additionally, only one component of perceived trustworthiness (perceived ability) and propensity to trust were found to predict trusting behavior towards a new, unknown, teammate.     

Understanding the effects of trust and risk on individual behavior toward social media platforms: A meta-analysis of the empirical evidence

Trust and risk have been theorized and empirically approved as the most influential factors affecting individual behavior toward social media platforms (SMPs). However, the evidence is scattered and the understanding of the effects is ambiguous. To address this problem, a rigorous and quantitative meta-analysis was conducted to investigate the empirical evidence of 43 studies in information systems research between 2006 and 2014. The findings suggested that trust and risk both had significant effects on individual behavior toward SMPs but that trust had a stronger effect. Moderating effects of trust objects (community members vs. platforms) and platform types (virtual communities vs. social networking sites) were found. Surprisingly, culture was found to exert no moderating effect. This paper contributes more generalized knowledge to social media research literature to the theory with regard to the influence of trust and risk on individual behavior toward SMPs. The knowledge serves as the foundation for future research efforts in social media. Implications for practice are discussed.     

Experiencing motivational conflict on social media in a crisis situation: The case of the Chick-fil-A same-sex marriage controversy

This study examined the relationship between motivational conflict involving social media use and attitude formation in a brand crisis situation. An online experiment was conducted with 658 participants using a 2 (news-article valence: positive vs. negative) × 2 (situational cue valence: positive vs. negative) between-subjects design. During the experiment, participants loyal to Chick-fil-A (defense-motivated) were asked to communicate the brand through the brand's social networking sites (SNSs) while receiving a cue for the SNS audience's general unfavorable opinions on the crisis issue, the Chick-fil-A same-sex marriage controversy (impression-motivated). It was found that when motivational conflict was experienced (defense vs. impression), (1) individuals' brand attitudes were affected more by objective information such as a news article than by a cue for audience opinion and (2) their positive brand-related cognitions were countervailed by their impression-related cognitions. Overall, the findings suggest that it is not always desirable for a company to encourage customers to engage in SNS-facilitated interaction in a crisis situation.     

The effects of helping,self-expression,and enjoyment on social capital in social media: the moderating effect of avoidance attachment in the tourism context

ABSTRACT

A majority of senior Internet users maintains persistent social connections with others through social media (SM), such as Facebook and Twitter. This research explores the impacts of helping, self-expression, and enjoyment on bonding social capital and bridging social capital which in turn influence SM involvement; it also explores the moderating effect of avoidance attachment among senior SM users. The results show that helping, self-expression, and enjoyment have significant impacts on bonding social capital and bridging social capital. Also, bonding social capital and bridging social capital have significant effects on SM involvement. Furthermore, relationships between helping and bonding social capital, between self-expression and bonding social capital, and between self-expression and bridging social capital are stronger for seniors with high avoidance attachment. Conversely, the relationships between enjoyment and bonding social capital as well as between enjoyment and bridging social capital are stronger for seniors with low avoidance attachment. Accordingly, the results of this study provide theoretical contributions to the literature of behaviour and information technology. In addition, some implications of the research and various strategies for practitioners and marketers that can be used to better increase users’ involvement in SM for tourism-related activities are discussed.     

The effects of interactive brand placements in online games on children’s cognitive,affective, and conative brand responses

This study investigated how persuasive messages integrated in an online game affects children’s cognitive, affective, and conative responses to the brand, as well as their attitude toward the game itself. An experiment conducted among 2453 girls between the ages of 11 and 17 demonstrated that confrontation with interactive brand placement in the game resulted in more positive attitudes toward the game, higher top of mind awareness of the brand, more positive brand images, and more favorable behavioral intentions. In addition, consistent with persuasion literature and theories on child development, this study showed that there was a three-way interaction effect between exposure to the brand placement, age, and prior brand use for behavioral intentions. The youngest girls who had no prior experience with the brand were more strongly influenced by the brand placement than the oldest girls who had no prior brand experience.     

The influence of user interaction and participation in social media on the consumption intention of niche products

Social media may be particularly adept at promoting niche products because of the tendency of consumers to participate in generating reviews and discussing such products, thereby raising interest in them. In this study, we investigate how patterns of user interaction in discussing a niche cultural product may influence participation levels, which in turn enhance consumption intentions. We show that higher levels of participation can indeed enhance consumption intention. Furthermore, interaction patterns with high inclusiveness and betweenness centralization may enhance participation levels, whereas out-degree centralization and core-periphery have a detrimental influence. Implications for research and practice are discussed.     

The effects of video on cognitive load and social presence in multimedia-learning

Two studies examined the use of video in multimedia learning environments. In Study 1, participants (N = 26) viewed one of two versions of a computer-based multimedia presentation: video, which included a video of a lecture with synchronized slides, or no video, which included the slides but only an audio narration of the lecture. Learning, cognitive load and social presence were assessed, but a significant difference was found only for cognitive load, with video experiencing greater cognitive load, t (24) = 2.45, p < .05. In Study 2, students (N = 25) were randomly assigned to either video or no video condition. Background knowledge and visual/verbal learning preference were assessed before viewing the presentation, and learning, cognitive load, and social presence were assessed after viewing. No significant differences were found for learning or social presence. However, a significant visual/verbal learning preference by condition interaction was found for cognitive load, F (1,21) = 4.51, p < .05: low visual-preference students experienced greater cognitive load in the video condition, while high visual-preference students experienced greater cognitive load in the no video condition.     

Blogging privacy rule orientations,privacy management,and content deletion practices: The variability of online privacy management activity at different stages of social media use

The purpose of this study was to examine social media users’ blogging privacy rule orientations, privacy management regulation, and content deletion practices as distinct types of activity occurring at different stages of the blogging process (before, during, and after blogging) that may aid in understanding the functioning of blogging disclosure activity overall. The study was guided by a complementary application of both the uses and gratifications perspective and communication privacy management (CPM) theory. A central tenet of both theories suggests that people are variably active in their communication behavior. We identified five discrete blogger privacy rule orientations explaining different online choice-making practices: the self-centric, the utilitarian, the planner, the protector, and the unworried orientations toward blogging. We also identified six different motives for deleting previously-posted information: conflict management, protection of personal identity/safety, fear of retribution, employment security, impression management, emotional regulation, and relational cleansing. Path analysis revealed several direct and indirect paths among bloggers’ motives for deleting previously posted material and their level of disinhibition, blogging privacy rule orientations, amount of time blogging, and privacy management practices. As use of social media increases, exploring variations in privacy management regulation practices is critical.     

Promoting collaborative skills in online university: comparing effects of games,mixed reality,social media,and other tools for ICT-supported pedagogical practices

ABSTRACT

This article analyses the development of collaborative skills through nine tools for information and communication technologies (ICT)-supported pedagogical practices, which are used in online universities. Using survey data for 930 online students at the Open University of Catalonia and partial least squares path modelling estimation techniques, three main findings emerged from the study. First, collaborative skills are directly explained by gamification and the use of mixed reality and social media in a socio-technical online learning context. Second, other tools for ICT-supported pedagogical practices (media content, wikis, open educational resources, personal webpages, personal cloud, and sharing files with fellow students and lecturers on the cloud) are not significant on collaborative skills development, when compared to use of games, mixed reality, and social media. Third, the analysis of indirect effects suggests that all four socio-technical factors (ICT, learning tasks, students, and organisation) existing in online university play a decisive, positive and significant role in collaborative skills development. Finally, these results are shown in science, technology, engineering, and mathematics (STEM) and non-STEM studies. Thus, gamification, mixed reality, and sharing files are significant ICT-supported pedagogical practices in STEM studies. On the other hand, gamification is the only significant tool in non-STEM studies. Results are very useful for new approaches to design a framework for learning-team effectiveness in computer-supported collaborative learning.     

The effects of errors on system trust, self-confidence, and the allocation of control in route planning

The concept of trust is believed by some to compensate for feelings of uncertainty. Therefore, trust is considered to be crucial in people's decision to rely on a complex automated system to perform tasks for them. This experiment aimed to study the effects of errors on control allocation, and the mediating role of trust and self-confidence in the domain of route planning. Using a computer-based route planner, participants completed 10 route-planning trials in manual mode, and 10 in automatic mode, allowing participants to become equally experienced in operating both modes. During these so-called fixed trials, the numbers of errors in automatic as well as manual mode were systematically varied. Subsequently, participants completed six free trials, during which they were free to choose between modes. Our results showed that high automation error rates (AERs) decreased levels of system trust compared to low AERs. Conversely, high manual error rates (MERs) resulted in lower levels of self-confidence compared to low MERs, although to a lesser extent. Moreover, the difference between measures of trust and self-confidence proved to be highly predictive of the number of times automatic mode was selected during the six free trials. Additionally, results suggest a fundamental bias to trust one's own abilities over those of the system. Finally, evidence indicating a relationship between trust and self-confidence is discussed.