{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,9]],"date-time":"2025-10-09T20:49:52Z","timestamp":1760042992976},"reference-count":58,"publisher":"IGI Global","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2011,10,1]]},"abstract":"<p>The trust of members is essential to the sustainability of e-business. Unlike other business models, the success of online social networks is highly dependent upon the growth rate of social network size. In order to accelerate and continue the growth rate, online social networks need to be able to continuously roll out diversified services and use them to interest existing and new members. However, the nature of this business model can expose online social networks to ubiquitous security threats such as spam, viral marketing and viruses. In order to convince users to adopt social network services, cultivation of brand equity and trust in the online social networks is essential. This study integrates technical and marketing perspectives to examine the potential influence of website quality and brand equity on user satisfaction, thereby influencing users\u2019 formation of trust. A survey was conducted with 385 subjects to understand the causal relationships between the studied constructs. Regression analysis indicates that website quality, brand loyalty, brand association, and brand quality have a positive influence on user satisfaction, thereby increasing the trust of members in online social networks. Brand awareness shows no significant influence on user satisfaction. These findings lead us to derive theoretical and practical implications on the sustainable operation of online social networks.<\/p>","DOI":"10.4018\/jvcsn.2011100102","type":"journal-article","created":{"date-parts":[[2012,11,19]],"date-time":"2012-11-19T16:53:15Z","timestamp":1353343995000},"page":"15-31","source":"Crossref","is-referenced-by-count":2,"title":["Enhancing the Trust of Members in Online Social Networks"],"prefix":"10.4018","volume":"3","author":[{"given":"Sandra A.","family":"Vannoy","sequence":"first","affiliation":[{"name":"Department of Computer Information Systems, Walker College of Business, Appalachian State University, Boone, NC, USA"}]},{"given":"B. Dawn","family":"Medlin","sequence":"additional","affiliation":[{"name":"Department of Computer Information Systems, Walker College of Business, Appalachian State University, Boone, NC, USA"}]},{"given":"Charlie C.","family":"Chen","sequence":"additional","affiliation":[{"name":"Department of Computer Information Systems, Walker College of Business, Appalachian State University, Boone, NC, USA"}]}],"member":"2432","reference":[{"key":"jvcsn.2011100102-0","author":"D. A.Aaker","year":"1991","journal-title":"Managing brand equity"},{"key":"jvcsn.2011100102-1","doi-asserted-by":"publisher","DOI":"10.1108\/eb039503"},{"key":"jvcsn.2011100102-2","doi-asserted-by":"publisher","DOI":"10.1016\/S0378-7206(01)00113-6"},{"key":"jvcsn.2011100102-3","doi-asserted-by":"publisher","DOI":"10.1509\/jmkg.2005.69.4.133"},{"key":"jvcsn.2011100102-4","doi-asserted-by":"publisher","DOI":"10.1016\/0167-8116(93)90036-X"},{"key":"jvcsn.2011100102-5","first-page":"6","article-title":"How brand image drives brand equity.","author":"A. L.Biel","year":"1992","journal-title":"Journal of Advertising Research"},{"key":"jvcsn.2011100102-6","author":"J. G.Blumler","year":"1974","journal-title":"The uses of mass communications: Current perspectives on gratifications research"},{"key":"jvcsn.2011100102-7","author":"T. C.Brasco","year":"1988","journal-title":"How brand name are valued for acquisitions"},{"key":"jvcsn.2011100102-8","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2009.10.011"},{"key":"jvcsn.2011100102-9","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2010.01.004"},{"key":"jvcsn.2011100102-10","doi-asserted-by":"publisher","DOI":"10.1016\/j.im.2010.03.001"},{"key":"jvcsn.2011100102-11","doi-asserted-by":"publisher","DOI":"10.1108\/08876041011060440"},{"key":"jvcsn.2011100102-12","doi-asserted-by":"publisher","DOI":"10.1007\/s11747-009-0179-4"},{"key":"jvcsn.2011100102-13","doi-asserted-by":"publisher","DOI":"10.1007\/BF02310555"},{"key":"jvcsn.2011100102-14","author":"P.Dasguta","year":"1988","journal-title":"Making and breaking cooperative relations"},{"key":"jvcsn.2011100102-15","doi-asserted-by":"publisher","DOI":"10.1108\/03090560810862570"},{"key":"jvcsn.2011100102-16","unstructured":"Dayal, S., Landesberg, H., & Zeisser, M. (1999). How to build trust online. Marketing Management, 64-69."},{"key":"jvcsn.2011100102-17","doi-asserted-by":"publisher","DOI":"10.1109\/HICSS.2005.272"},{"key":"jvcsn.2011100102-18","first-page":"856","article-title":"A relational model for category extensions of brands.","volume":"17","author":"P. H.Farquhar","year":"1990","journal-title":"Advances in Consumer Research. Association for Consumer Research (U. S.)"},{"key":"jvcsn.2011100102-19","doi-asserted-by":"publisher","DOI":"10.2307\/1252129"},{"key":"jvcsn.2011100102-20","doi-asserted-by":"publisher","DOI":"10.1525\/cmr.2010.52.3.34"},{"key":"jvcsn.2011100102-21","doi-asserted-by":"crossref","first-page":"27","DOI":"10.17705\/1jais.00022","article-title":"Customer loyalty in e-commerce.","volume":"3","author":"D.Gefen","year":"2000","journal-title":"Journal of the Association for Information Systems"},{"issue":"1","key":"jvcsn.2011100102-22","doi-asserted-by":"crossref","first-page":"51","DOI":"10.2307\/30036519","article-title":"Trust and TAM in online shopping: An integration model.","volume":"27","author":"D.Gefen","year":"2003","journal-title":"Management Information Systems Quarterly"},{"issue":"2","key":"jvcsn.2011100102-23","doi-asserted-by":"crossref","first-page":"76","DOI":"10.1080\/1097198X.2010.10856515","article-title":"Social network services in China: An integrated model of centrality, trust and technology acceptance.","volume":"13","author":"C.Guo","year":"2010","journal-title":"Journal of Global Information Technology Management"},{"key":"jvcsn.2011100102-24","doi-asserted-by":"publisher","DOI":"10.1080\/02642060802320253"},{"key":"jvcsn.2011100102-25","doi-asserted-by":"publisher","DOI":"10.1080\/02642060802311252"},{"key":"jvcsn.2011100102-26","doi-asserted-by":"publisher","DOI":"10.1016\/j.dss.2010.05.008"},{"key":"jvcsn.2011100102-27","unstructured":"How to get, and keep, satisfied web customers. (2007). Marketing News, 41(17), 31-32."},{"key":"jvcsn.2011100102-28","doi-asserted-by":"publisher","DOI":"10.1016\/0167-8116(93)90030-3"},{"key":"jvcsn.2011100102-29","doi-asserted-by":"publisher","DOI":"10.2307\/1252054"},{"key":"jvcsn.2011100102-30","doi-asserted-by":"publisher","DOI":"10.1080\/01972240701771630"},{"issue":"1","key":"jvcsn.2011100102-31","first-page":"598","article-title":"Perceived quality and value, satisfaction and loyalty: New insights into processes underlying some familar constructs.","volume":"26","author":"A.Kirmani","year":"1999","journal-title":"Advances in Consumer Research. Association for Consumer Research (U. S.)"},{"key":"jvcsn.2011100102-32","doi-asserted-by":"publisher","DOI":"10.1080\/01449290600801959"},{"key":"jvcsn.2011100102-33","doi-asserted-by":"publisher","DOI":"10.1080\/14783360903181784"},{"key":"jvcsn.2011100102-34","doi-asserted-by":"publisher","DOI":"10.1108\/03090561011047580"},{"key":"jvcsn.2011100102-35","doi-asserted-by":"publisher","DOI":"10.1287\/isre.13.3.334.81"},{"key":"jvcsn.2011100102-36","doi-asserted-by":"crossref","first-page":"472","DOI":"10.5465\/amr.1998.926622","article-title":"Initial trust formation in new organizational relationships.","volume":"23","author":"D. H.McKnight","year":"1998","journal-title":"Academy of Management Review"},{"key":"jvcsn.2011100102-37","unstructured":"Miladian, H., & Nagendra, B. K. (2009). Automobile scene: Brand-awareness, image and personality. SCMS Journal of Indian Management, 81-85."},{"issue":"19","key":"jvcsn.2011100102-38","first-page":"IR8","article-title":"Brand quality segments: Potent way to predict preference.","volume":"26","author":"J.Morton","year":"1992","journal-title":"Marketing News"},{"key":"jvcsn.2011100102-39","author":"J. C.Nunnally","year":"1978","journal-title":"Psychometric theory"},{"key":"jvcsn.2011100102-40","unstructured":"Outrider broadens search marketing offering with addition of social media marketing practice. (2008). Marketing Business Weekly, 28."},{"key":"jvcsn.2011100102-41","doi-asserted-by":"publisher","DOI":"10.1177\/009365082009004004"},{"issue":"4","key":"jvcsn.2011100102-42","first-page":"240","article-title":"What drives electronic commerce across cultures? Across-cultural empirical investigation of the theory of planned behavior.","volume":"3","author":"P. A.Pavlou","year":"2002","journal-title":"Journal of Electronic Commerce Research"},{"key":"jvcsn.2011100102-43","first-page":"48","article-title":"Five steps to social currency.","volume":"145","author":"B.Paynter","year":"2010","journal-title":"Fast Company"},{"key":"jvcsn.2011100102-44","doi-asserted-by":"publisher","DOI":"10.2753\/JEI0021-3624440301"},{"key":"jvcsn.2011100102-45","unstructured":"Quinton, B. (2009). Social nets, video are sweet spots for online growth: Nielsen. Retrieved from http:\/\/www.promotionalbuzz.com\/2009\/05\/social-nets-video-are-sweet-spots-for-online-growth-nielsen\/"},{"key":"jvcsn.2011100102-46","unstructured":"Reis, D. (2010). Quality vs. quantity: Sustainable social media strategy. Retrieved from http:\/\/chiefmarketer.com\/news\/quality-vs-quantity-sustainable-social-media-strategy"},{"key":"jvcsn.2011100102-47","doi-asserted-by":"crossref","unstructured":"Schroder, A., & Holzle, K. (2010). Virtual communities for innovation: Influence factors andn impact on company innovation. Virtual Communities for innovation, 19(3), 257-267.","DOI":"10.1111\/j.1467-8691.2010.00567.x"},{"key":"jvcsn.2011100102-48","first-page":"20","article-title":"Social media done right.","volume":"109","author":"S.Smith","year":"2010","journal-title":"Restaurant Business"},{"key":"jvcsn.2011100102-49","doi-asserted-by":"publisher","DOI":"10.1108\/03090561011047517"},{"key":"jvcsn.2011100102-50","doi-asserted-by":"publisher","DOI":"10.4018\/joeuc.2009010101"},{"key":"jvcsn.2011100102-51","doi-asserted-by":"publisher","DOI":"10.1108\/08876040810851914"},{"key":"jvcsn.2011100102-52","first-page":"39","article-title":"Placing trust at the center of your Internet strategy.","volume":"42","author":"G. L.Urban","year":"2000","journal-title":"Sloan Management Review"},{"key":"jvcsn.2011100102-53","first-page":"256","article-title":"Value-percept disparity: An alternative to the disconfirmation of expectations theory of consumer satisfaction.","volume":"10","author":"R. A.Westbrook","year":"1983","journal-title":"Advances in Consumer Research. Association for Consumer Research (U. S.)"},{"key":"jvcsn.2011100102-54","first-page":"54","article-title":"Managing an online community.","volume":"22","author":"R. L.Williams","year":"1999","journal-title":"Journal for Quality and Participation"},{"key":"jvcsn.2011100102-55","doi-asserted-by":"publisher","DOI":"10.1086\/467284"},{"key":"jvcsn.2011100102-56","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2009.03.022"},{"issue":"11","key":"jvcsn.2011100102-57","first-page":"7","article-title":"Pulse rate: Assess your social media channels regularly.","volume":"16","author":"R.Zuk","year":"2009","journal-title":"Public Relations: Tactics"}],"container-title":["International Journal of Virtual Communities and Social Networking"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=72866","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,6,1]],"date-time":"2022-06-01T23:50:21Z","timestamp":1654127421000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/jvcsn.2011100102"}},"subtitle":["An Integrative Technical and Marketing Perspective"],"short-title":[],"issued":{"date-parts":[[2011,10,1]]},"references-count":58,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2011,10]]}},"URL":"https:\/\/doi.org\/10.4018\/jvcsn.2011100102","relation":{},"ISSN":["1942-9010","1942-9029"],"issn-type":[{"value":"1942-9010","type":"print"},{"value":"1942-9029","type":"electronic"}],"subject":[],"published":{"date-parts":[[2011,10,1]]}}}