Trust on social media - a multinational perspective

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F24%3A43973071" target="_blank" >RIV/49777513:23510/24:43973071 - isvavai.cz</a>
Result on the web
<a href="https://www.fek.zcu.cz/images/books/src/Social%20Media%20Communication.pdf" target="_blank" >https://www.fek.zcu.cz/images/books/src/Social%20Media%20Communication.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Trust on social media - a multinational perspective
Original language description
Social media applications significantly impact various aspects of human life and have evolved into powerful tools that greatly support companies' marketing goals and strategies. Beyond their role in communication, these platforms are essential for enhancing social relationships, which is critical for building user trust. This study examines the Czech and Slovak contexts, areas that have not been explored in this manner before. It aims to identify the trust dimensions crucial for building trust in social media communication. Furthermore, the study explores how factors such as gender, age and social media usage affect individuals' trust perceptions. The analysis reveals notable differences and similarities in trust dimensions between two quasi-representative samples. The research findings provide a deeper understanding of the factors influencing trust in social media communication. These insights are valuable for several reasons: they contribute to the existing literature on online trust within social media, and highlight the influence of gender, age and social media activity on trust dimensions.
Czech name
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Czech description
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Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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