A Study of the Antecedents of Trust in Social Media Posts Emergent Research Forum (ERF)

Access to information and information sharing is an important motivation for people to join Social Networking Sites (SNS). The social media posts are one of the primary information sources shared in such sites. In this study, we propose factors that represents the antecedents of trust in SNS posts. We expect to find that familiarity with the sender of the post, disposition to trust, source credibility, and endorsement are the antecedents to creating trust. In addition, we suggest that involvement in the topic moderates the effect of source credibility, disposition to trust, and endorsement on trust in the post.