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Web 2.0 based social media, such as Facebook, Twitter, et cetera, has become a popular platform for consumers to look for required information. In the current social media era, the ease of the access of the internet has promoted the utilization of WOM through social media, which is titled social WOM (sWOM hereinafter) in the current study. As a consequence, sWOM has become a prevalent tool for practitioners to take it as an effective marketing tool. However, the ease of interactive nature of social media which differs from the physical may make the effective ways of applying WOM for marketing promotion purposes in virtual environments inapplicable. In the current research, an attempt is therefore conducted to explore the predicting variables of the perceived trust-ability on social media. The two of variables related to social information processing are drawn and hypothesized to affect the perceived product comment trust-ability on social media through comment involvement as a mediator. The scales are adapted from prior literature and a back-translation technique is used to compose the questionnaire. Data are then collected in either private and national university while PLS is used to analyze the collected data. The theoretical and managerial implications are discussed while future research directions are outlined as well. The current research is one of the pioneer works in the ways applying the theoretical concept in sWOM to development the perceived product comment trust-ability on social media.

russian journal of agricultural and socio-economic sciences

THE DEVELOPMENT PERCEIVED OF PRODUCT COMMENTS TRUST-ABILITY ON SOCIAL MEDIA: A SOCIAL INFORMATION PROCESSING (SIP) THEORY APPROACH (SURVEY ON FACEBOOK COMMUNITY OF TAIWANESE STUDENTS COLLEGES)