Abstract:

Individuals join Social Networking Sites (SNS) to share information within various community contexts. One source for the shared information and associated discussions are the shared SNS posts. In this study, we propose a research model that represents antecedents of trust in posts in the SNS. After gathering data from SNS users, we expect to find that content credibility and source credibility as antecedents of trust. In addition, we expect that involvement in the post moderates the effect of source credibility and content credibility on trust.