E-commerce retailers are eagerly integrating diverse social media applications such as virtual embedding of photographs, video streaming, and generating blogs in popular social networking sites as a possible marketing strategy to boost consumer trust. However, little is known about the effectiveness of these online social media applications. To address this gap, we examined the role of these social media applications in stimulating consumer's initial trust towards unfamiliar ecommerce vendors by means of an experiment. While confirming positive impacts of each of the manipulated social media applications (i.e., a facial photo, a video stream, and social networking sites), we found a significant three-way interaction effect of the predictors in enhancing consumers' initial trust. The results generally support our main assumption that social media applications have the ability to enhance consumers' initial trust which in turn leads to favorable purchase intentions towards unfamiliar e-retailers.

Original languageEnglish
Title of host publicationProceedings of the IADIS International Conferences - Web Based Communities and Social Media 2011, Social Media 2011, Internet Applications and Research 2011, Part of the IADIS, MCCSIS 2011
Pages73-80
Number of pages8
Publication statusPublished - 2011
EventIADIS International Conferences - Web Based Communities and Social Media 2011, Social Media 2011, Internet Applications and Research 2011, Part of the IADIS Multi Conference on Computer Science and Information Systems 2011, MCCSIS 2011 - Rome, Italy
Duration: 22 Jul 201124 Jul 2011

Conference

ConferenceIADIS International Conferences - Web Based Communities and Social Media 2011, Social Media 2011, Internet Applications and Research 2011, Part of the IADIS Multi Conference on Computer Science and Information Systems 2011, MCCSIS 2011
CountryItaly
CityRome
Period22/07/1124/07/11

    Research areas

  • Business-to-consumer E-commerce, Initial trust, Social media, Social networking, Website design

ID: 37126931