Antecedents of Social Network Trust in SNS Usage: The Moderating Role of Offline Familiarity

  • Wang Y
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Abstract

With the rapid development of social networks, there is a focus on marketing strategies and business models that are based on social media. In the academic world, scholars believe that online trust is a key factor contributing to online purchasing behavior. This article explored several factors in social media trust and verified the moderating role of offline familiarity by using relevant re-search on online trust in conjunction with a structure equation model. The results show that independent variables such as reputation, SNS interaction, information quality, reciprocity, satisfaction and shared values have a positive influence on trust, whereas perceived similarity does not, and information quality is the most important factor. In addition, offline familiarity signifi-cantly moderates the relations between information quality, reciprocity, repu-tation, shared values and social media trust. This information is important to assist companies in developing an effective social network marketing strategy.

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Wang, Y. (2017). Antecedents of Social Network Trust in SNS Usage: The Moderating Role of Offline Familiarity. Social Networking, 06(02), 107–134. https://doi.org/10.4236/sn.2017.62007

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