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 research 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 significantly moderates the relations between information quality, reciprocity, reputation, shared values and social media trust. This information is important to assist companies in developing an effective social network marketing strategy.
Highlights
Social network service (SNS) popularity has changed how people communicate in everyday life and how people obtain new knowledge and information
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
The results of exploratory factor analysis (EFA) are shown in Table 3; it shows that the eigenvalues are all above 1.0 for each component, and extracted factors explain approximately 76.7% of the total variance
Summary
Social network service (SNS) popularity has changed how people communicate in everyday life and how people obtain new knowledge and information. People tend to acquire reliable information when they want to purchase new products through trusted professional websites or trusted friends on social networks. With the commercial development of new functions and applications on Facebook, SNS has made it possible for companies to develop marketing strategies and sell their products. Y. Wang 108 portunity to increase sales and brand awareness through social networks; this is called social commerce through SNS. Wang 108 portunity to increase sales and brand awareness through social networks; this is called social commerce through SNS Companies such as Apple, Amazon, and Best Buy established Facebook stores to sell their products and services to promote content marketing and brand marketing; this has led to profits and value that relies on interactions between SNS members. People can share promotion information and other users’ experience on SNS with friends and promote sales relying on friends’ relationships with others
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