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The Effects of Trust on Parasocial Interaction of Malaysian Facebook (FB) Travel Community
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Author(s): Samshul Amry Abdul Latif (International Islamic University Malaysia, Malaysia)and Nadiatul Husna Abdul Aziz (International Islamic University Malaysia, Malaysia)
Copyright: 2021
Pages: 15
Source title:
Handbook of Research on Technology Applications for Effective Customer Engagement
Source Author(s)/Editor(s): Norazah Mohd Suki (Universiti Utara Malaysia, Malaysia)
DOI: 10.4018/978-1-7998-4772-4.ch006
PurchaseView on the publisher's website for pricing and purchasing information.
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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.
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