The factors affect user trust in social media platforms

Lim, Jing (2024) The factors affect user trust in social media platforms. Final Year Project, UTAR.

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Abstract

The aim of this study is to investigate users’ trust in social media. Causal research methods were employed to establish the causal relationship between independent variables (such as Social Media Privacy Settings, Information Leakage Prevention Strategies, User Awareness Programs, and Platform Trustworthiness and Reputation) and environmental variables, which in turn affect the Dependent Variable (User Trust in Social Media Platforms). A total of 300 questionnaires were distributed to user of social media through Google Forms, and data analysis was performed using IBM SPSS software. The analysis involved descriptive analysis, reliability testing, Pearson correlation coefficient analysis, and multiple linear regression to interpret the collected data. The research findings indicate that User Trust in Social Media Platforms is influenced by social media privacy settings, information leakage prevention strategies, user awareness programs, and platform trustworthiness. Nonetheless, this study possesses certain limitations, which will be elaborated upon in subsequent chapters. Furthermore, suggestions for future research will also be proposed.

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