Description

Among many sub-communication units in social networking sites (e.g., instant messaging, groups or fan pages), the number of fan pages have increased significantly, especially by companies who have attracted SNS users as page subscribers. Our study focuses on the page subscriber’s intention to visit a fan page from trust-transfer perspective and examining the role of corporate image jointly. In the context of Facebook, we collected survey responses from Facebook users who follow at least one company fan page, and analyzed them to test hypotheses. Our research findings revealed that corporate image significantly affects the trust-transfer process as a moderator, and intention to visit fan page as an antecedent. The trust-transfer process, from trust in an SNS to trust in page posts, also plays a significant role in explaining a page follower’s intention to visit. Further findings and limitations are discussed.

Share

COinS
 
Aug 10th, 12:00 AM

Trust Transfer from Social Networking Sites (SNSs) to Fan Page Content in SNS: Examining its Effect on Intention to Visit Fan Page

Among many sub-communication units in social networking sites (e.g., instant messaging, groups or fan pages), the number of fan pages have increased significantly, especially by companies who have attracted SNS users as page subscribers. Our study focuses on the page subscriber’s intention to visit a fan page from trust-transfer perspective and examining the role of corporate image jointly. In the context of Facebook, we collected survey responses from Facebook users who follow at least one company fan page, and analyzed them to test hypotheses. Our research findings revealed that corporate image significantly affects the trust-transfer process as a moderator, and intention to visit fan page as an antecedent. The trust-transfer process, from trust in an SNS to trust in page posts, also plays a significant role in explaining a page follower’s intention to visit. Further findings and limitations are discussed.