I'm working on research about Initial Trust among people who use carpooling/ridesharing in Indonesia. I need some suggestions about variable(s) that could measure people's perception about someone (whether someone could shows good/bad based on judgment by his/her social media profile) in social media and could predict Initial Trust. Thanks in advance!
Ohanian (1990) has a simple trustworthiness scale that is easy to use. He also presents a review of the scales used for the somewhat broader construct of credibility.
http://www.jstor.org/discover/10.2307/4188769
Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness
R. Ohanian
Journal of Advertising
Vol. 19, No. 3 (1990), pp. 39-52
If you are looking at the social media use as a communication process, the lens of uncertainty management/reduction may be appropriate. The work by Berger and Calabrese could provide useful framework.
Berger, C.R., & Calabrese, R.J. (1975). Some explorations in initial interaction and beyond: Toward a developmental theory of interpersonal communication. Human Communication Research, 1, 99-112.
Gudykunst, William B., and Nishida, Tsukasa. (1984). Individual and cultural influences on uncertainty reduction. Communication Monographs, 51 23-36.
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