BSEM estimation of network effect and customer orientation empowerment on trust insocial media and network environment

Kok Wei Khong, Ngozi Celestina Onyemeh, Alain Yee Loong Chong

Research output: Journal PublicationArticlepeer-review

20 Citations (Scopus)

Abstract

This paper presents a stochastic model that identifies network effect and customer orientation empower- ment as strong antecedents of trust worthiness and trust in social media network environment. As Trust is emerging as a critical influencer of consumer behavior in organizations, social media has become the facilitator or the enabler of this influence. This paper aims to explore and examine the relation ships amongst the antecedents of trust in the context of the social media network environment via Bayesian estimati on and testing of the structural equation model. In facilitating the estimation of the stochastic model, a survey was conducted on 255 social media users. A series of statistical analyses were conducted prior to the estimation using Bayesian Markov Chain Monte Carlo (MCMC). Results showed that network effect and customer orientation empowerment were significant predictors of trustworthiness and trust. Bayesian MCMC results confirmed that the findings were consistent with the literature.

Original languageEnglish
Pages (from-to)4858-4870
Number of pages13
JournalExpert Systems with Applications
Volume40
Issue number12
DOIs
Publication statusPublished - 2013
Externally publishedYes

Keywords

  • Bayesian Markov Chain Monte Carlo
  • Customer orientation empowerment
  • Network effect
  • Social media network
  • Trust
  • Trustworthiness

ASJC Scopus subject areas

  • Engineering (all)
  • Computer Science Applications
  • Artificial Intelligence

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