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این مقاله علمی پژوهشی (ISI) به زبان انگلیسی از نشریه الزویر مربوط به سال ۲۰۲۲ دارای ۱۰ صفحه انگلیسی با فرمت PDF می باشد در ادامه این صفحه لینک دانلود رایگان مقاله انگلیسی و بخشی از ترجمه فارسی مقاله موجود می باشد.
کد محصول: M1260
سال نشر: ۲۰۲۲
نام ناشر (پایگاه داده): الزویر
نام مجله: Computers in Human Behavior
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۱۰ صفحه PDF
عنوان کامل فارسی:
مقاله انگلیسی ۲۰۲۲ : اعتماد به برند های رسانه های اجتماعی و ارزش های رسانه ای درک شده: یک مطالعه نظرسنجی در چین
عنوان کامل انگلیسی:
Trust in social media brands and perceived media values: A survey study in China
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Abstract
Chinese social media platforms such as WeChat, TikTok (Douyin in Chinese), and Weibo have become increasingly popular, attracting large amounts of loyal users in and outside of China. Borrowing theories on brand trust and perceived brand values from Marketing and Management, this study examines how perceived media values influence trust in Chinese social media brands such as Weibo and WeChat. Utilizing original survey data collected from Chinese social media users, our study finds that: (1) Chinese users perceive five layers of values in using social media applications, including information value, entertainment value, social networking value, social status value, and organizational communication value; (2) these perceived media values have different effects on trust in social media brands: while entertainment value, social networking value, and social status value directly affect social media brand trust, information value and organizational communication value indirectly affect social media brand trust through social status value, social networking value and/or entertainment value. Our study suggests an important explanation for trust in social media and develops a scale of perceived media values (PMV) that can be used by future researchers.
Keywords: Perceived media value, Social media, Brand trust, Structural equation model, Scale development
۱.Introduction
The emergence of the Web 2.0 technology has changed the dynamics of the media system. In China, various social media platforms such as WeChat, TikTok and Weibo have become increasingly popular, attracting large amounts of users at home and abroad in recent years. For instance, WeChat alone had 1.24 billion monthly active users as of the first quarter of 2020 (Iqbal, 2021), and TikTok attracted 100 million monthly active users in the US alone as of August 2020 (Sherman, 2020). The TikTok user base has become so large that the Trump administration even saw it as a threat to national security and issued an executive order to ban the application along with WeChat in the US. It is intriguing how social media sites such as WeChat and TikTok have attracted such a large loyal user base within China and around the world. Is there anything unique about these social media platforms that make their users trust these brands?..
۵.۲.Limitations and future research
The current research is based on a cross-sectional survey, therefore the direct and indirect effects of perceived media values on social media brand trust are only correlational, not causal relationships. Second, despite the study’s participants were largely consistent with the general social media user community in China (Iresearch, 2019), the study’s participants have an average age of 33 and therefore may use social media more than the general public; as a result, whether the relationships reported in the current research are applicable to other populations needs further testing. Another limitation is that when we measured various uses of social media in Chinese, most of the items were focused on users’ attitudes toward the platform or potential outcomes of social media use (e.g., “This social media platform can help me gain useful information.”) but a few were focused on reported behaviors or outcomes that have already occurred (e.g., “This social media platform has increased the connection between me and my friends.”). The inconsistency in these items was not optimal and future surveys should use consistently worded questions. Nonetheless, we would like to point out that despite this subtle difference, each social media use scale has a high reliability…