Examinando Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) por Agencia financiadora "Junta de Andalucía, Consejería de Economía, Innovación y Ciencia"
(Academic World Education & Research Center, 2013) Sánchez Franco, Manuel Jesús; Roldán Salgueiro, José Luis; Leal Rodríguez, Antonio Luis; Buitrago Esquinas, Eva María; Velicia Martín, Félix Antonio; Universidad de Sevilla. Departamento de Economía Aplicada III; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing); Junta de Andalucía, Consejería de Economía, Innovación y Ciencia
The growing use of social network sites raises the question of what encourages members to create and foster
perceived community support. The success of a social network site – as a community of relationships – is
precisely the development of a potential source of support and participation in it, and consequently, a sense of
membership, identity, and attachment to it. The purpose of this research is particularly to expand theoretical
research of what contributes to perceived community support, focusing on users’ familiarity and trust. On the
one hand, familiarity is described as the extent to which consumers know about a social network site. Less
familiarised users tend to engage in community participation but in a limited way, preferring to be readers
rather than writers. On the other hand, social capital exists when users have a strong identification and trust
within the social network site. Lack of trust will represent one of the reasons explaining lurking behavior. To sum
up, our study proposes evaluating the effects of users’ familiarity and trust on perceived community support.
