Trust Assessment Skills Among Close Friends in a Ubiquitous Social Media Environment

Randy G. Colvin

SAGE Open, 2024, vol. 14, issue 4, 21582440241282216

Abstract: For ages, individuals have relied on trust assessment skills to evaluate spoken words and accompanying body language social signals (BLSS) in friendships. This interactive process seeks to avoid harmful associations and unreliable information. However, with widespread social media use, assessment of BLSS is difficult, and users commonly report harm from defective estimations of interactions. This study evaluates how individuals adjust their trust assessment skills for close social media friendships, given the importance they place on BLSS in its role as a moderator. The research utilizes PLS-SEM, ANOVA, and cluster analysis to evaluate 247 U.S. online survey participants aged 18 to 67. The study adapts Mayer et al.’s trust model using social learning and cognitive dissonance theories. The independent variables, ability, benevolence, and integrity, strongly predict the dependent trust belief. In line with cognitive dissonance theory, BLSS has a negative and significant moderating effect on ability. BLSS reflects a small effect and widely insignificant moderating relationship with benevolence; analysis shows that a moderating relationship should not apply to benevolence. Counter to the hypothesized direction, BLSS produced a positive moderating effect on integrity, which was insignificant by a narrow margin. The analysis explains the basis for the positive relationship. Lastly, statistical analysis reveals an age-based shift in the relevancy of BLSS; younger users place less importance on BLSS, whereas older users place more importance on BLSS. This position for younger users aligns with their exposure and acclimation to social environments with widespread mobile communication and social media use since childhood.

Keywords: social media; e-commerce; body language; social signals; particular trust; friendship; cognitive dissonance theory (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:14:y:2024:i:4:p:21582440241282216

DOI: 10.1177/21582440241282216

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