TITLE

TOWARD A BETTER UNDERSTANDING OF TRUST IN WEB 2.0 SOCIAL NETWORKS

AUTHOR(S)
Grabner-Kräuter, Sonja
PUB. DATE
January 2010
SOURCE
AMA Winter Educators' Conference Proceedings;2010, Vol. 21, p313
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
Online social networks are becoming increasingly important not only as venues for individuals to communicate and present themselves but also as marketing and advertising vehicles. Millions of participants reveal stunning amounts of private information in an environment that is largely devoid of security standards and practices. This paper addresses the pivotal question why social network users are being so trusting. A conceptual framework that facilitates the identification of key issues related to trust in Web 2.0 networks is presented. Thus the paper contributes to a better understanding of factors that influence adoption and usage of social network sites.
ACCESSION #
63696643

 

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