Abdul Latif, Samshul Amry and Abdul Aziz, Nadiatul Husna (2021) The effects of trust on parasocial interaction of Malaysian facebook (FB) travel community. In: Handbook of Research on Technology Applications for Effective Customer Engagement. IGI Global, Hershey PA, USA, pp. 76-90.
|
PDF
- Published Version
Download (607kB) | Preview |
Abstract
This chapter investigates the effects of trust dimension (competence, benevolence, and honesty) on parasocial interaction (PSI) of a Malaysian travel community through the usage of social media platforms. This study utilized a non-probability purposive sampling approach targeting Malaysians who use FB to interact and share their travel activities using self-administered online survey approach. Based on 142 respondents, the data were analyzed using multiple regression. The findings suggest that all three dimensions under trust are significant in predicting PSI among Malaysian FB travel community. The limitation of the study is that the majority of the samples were females and limited to only one FB community group.
| Item Type: | Book Chapter |
|---|---|
| Additional Information: | 8063/83146 |
| Uncontrolled Keywords: | Facebook, Parasocial Interaction, Travel Community |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5717 Business communication |
| Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): | Kulliyyah of Languages and Management |
| Depositing User: | Dr Samshul Amry Abdul Latif |
| Date Deposited: | 23 Sep 2020 09:39 |
| Last Modified: | 23 Sep 2020 09:42 |
| URI: | http://irep.iium.edu.my/id/eprint/83146 |
Actions (login required)
 |
View Item |
Download Statistics
Download Statistics