A Preliminary Investigation of the Effect of Social Media on Affective Trust in Customer-Supplier Relationships

Author

Calefato, Fabio ; Lanubile, Filippo ; Novielli, Nicole

Author_Institution

Dept. of Comput. Sci., Univ. of Bari, Bari, Italy

fYear

2013

fDate

2-5 Sept. 2013

Firstpage

25

Lastpage

30

Abstract

We present the preliminary results of an ongoing research aimed at investigating the role of social media in the process of trust building, with particular attention to the case of small-medium enterprises (SME). Our findings show that social media contribute to increase the affective trust more than traditional websites. This result suggests that social media have the potential to enhance the business of SMEs other than large companies, by fostering the affective commitment of customers.

Keywords

customer relationship management; small-to-medium enterprises; social networking (online); trusted computing; SME; Web sites; affective trust; customer-supplier relationships; small-medium enterprises; social media; trust building; Analysis of variance; Appraisal; Buildings; Companies; Facebook; Interviews; Media; Affective Trust; Cognitive Trust; Empirical Study; Human Factors; Social Computing; Social Media;

fLanguage

English

Publisher

ieee

Conference_Titel

Affective Computing and Intelligent Interaction (ACII), 2013 Humaine Association Conference on

Conference_Location

Geneva

ISSN

2156-8103

Type

conf

DOI

10.1109/ACII.2013.11

Filename

6681402