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As social networking services are popular, the need for recognizing reliable people has become the main concern. Quantifying the relationships between the users of social networks is also one of the important challenges with the increasing number of users. So, trust plays an important role in social networks in order to recognize trustworthy people. The purpose of this paper is to propose an approach to recognize trustworthy users and protect users from abuse by untrustable users.

In this paper, the authors suggest a method to measure the trust value between users of social networks based on call log histories such as abundance, novelty, and sincerity and quality of service (QoS) requirements such as accessibility, response ability, tend to respond, and agility. After that, the authors calculate error-hit, precision, and recall to evaluate the trust value.

The results indicate that the proposed approach has better performance in terms of error-hit, precision, and recall than FIFO, combined, QoS-based, and call log-based method.

In this paper, the trust issue in social networks is pointed out and a new approach to evaluate the trust value is proposed based on call log histories and QoS requirements.

Interpersonal trust is an important element of Chinese guanxi network. In this chapter, we examine Chinese guanxi network from a trust perspective. We adopt the distinction that trust could be built on either a socio-emotional basis (affect-based trust) or an instrumental basis (cognition-based trust) and use this lens to examine cultural differences in Chinese and Western social networks. Specifically, we will discuss (a) how the two dimensions of trust are related in the Chinese versus American context, and (b) how affect-based trust is associated with different forms of social exchange in Chinese versus American social networks. Because dyadic relationships are embedded within larger social networks, trust between two network actors is also likely to be influenced by the social context that surrounds them. Hence, we also examine how dyadic trust is shaped by higher-level network properties such as density.

The purpose of this study is to develop a structural equation model to explain the complex relationship between social network and firm performance by introducing the mediating role of trust, selling capability and pricing capability.

The research model with hypothesis development was derived based on the literature. To provide empirical evidence, this study carried out a survey in which the data were equated with a list of questionnaires with a random survey of 380 small and medium enterprises (SMEs) in the Indonesian context.

This study indicates that the use of social media in management process will not affect the increasing firm performance, unless the firms build trust upon social networks. The social network with trust allows the firms to gain a pricing capability and a selling capability, which brings a positive impact on firm performance. The results also show that the selling and the pricing capabilities become essential following the utilizing the social media, which concerns on trust building.

This study focused on the small-to-medium context, which has conventionally provided an exemplary site for the development of social capital theory but raises issues of generalizability across different contexts.

To the managers, it is advisable to encourage their employees to consciously exploit the selling capability by enhancing the business networks via social media to achieve the firm performance.

This paper contributes to the social capital theory by explaining the mediating role of trust in the complex relationship between social network and firm performance. This study provides evidence that trust plays a pivotal role in social networks, which enable the observed firms to achieve the performance.

The purpose of this paper is to explore a model and note the ranking of the trust factors of messages about organic food in social networks.

The research was divided into four phases. The first employed the literature review about Trust, Trust of products, Trust of organic foods and Trust in the social networks. This review was prepared as some hypothesis about the trust of messages about organic food in the social network. The second employed a focused interview to supplement the mentioned hypothesis to 31 factors that affect the trust of messages about organic food in social networks. In the third phase, 300 forms were used to collect information from Iranian consumers for exploratory factor analysis. Finally, neural networks were used to determine the ranking of the mentioned factors.

The results show 31 factors that affect the trust of messages about organic food in social networks. The results of this study showed that Iranian and international organic foods producers may be able to spread messages of trust about their products in social networks by attending to these 31 factors. This study also explored a model constructed using EFA that showed that six factors have a positive effect on the level of trust of messages about organic food in social networks.

This research effectively helps organic food producers to better understand the trust factors and ways to improve that trust in cyberspace marketing plans and to increase their sales.

For the first time, this research seeks a model for the factors affecting consumer trust in organic foods in social networks, and in the next step, it ranks these factors with artificial neural networks.

The purpose of this paper is to test the effectiveness of the mere integration of social network applications to provide a signal concerning the “trustworthiness” of an unfamiliar e‐vendor in order to enhance subsequent purchase intentions.

To investigate the impact of web communities on consumers' initial trust beliefs (i.e. ability, benevolence and integrity), a 2×3 between‐subjects full factorial online experiment was carried out, using a fictitious web site for a gift gadgets selling company, manipulating it for inclusion or exclusion of a “social networking site”, and for inclusion or exclusion of “a corporate blog (text only blog, photo and text blog, or no blog)”. Data were obtained from 226 online shoppers.

Although the authors could not reveal any effects of the integration of social network applications on “ability” beliefs, it was possible to demonstrate their capacity to “signal” “benevolence” and “integrity”, which in turn have a significant impact on purchase intentions. Unfamiliar e‐retailers may foster perceptions of “integrity” by utilizing text‐blogs into their web sites, but they should avoid embedding facial photos of shop representatives in the blog. If e‐retailers want to make use of “a corporate blog with facial photo”, it is recommended to combine it with the integration of a social networking site such as Facebook in order to boost perceptions of “benevolence”.

The simple integration of “social network applications” can affect “initial trust beliefs” towards unfamiliar e‐tailers and subsequent “purchase intentions”, but it appears essential to utilize just the right cue combination in order to obtain the desired effect. The effectiveness of integrating a social network application may vary according to the type and may affect different trust beliefs (benevolence, integrity).

An important issue in e‐commerce remains how trust is developed between consumers and e‐retailers. This paper investigates the use of different web communities and the influence of their integration in the commercial web site on consumers' initial trust beliefs in the online environment. The findings will help business managers to understand how social media should be used to lead to optimal results.

This paper aims to present social trust as a variable of influence by demonstrating the possibilities of trusted social nodes to improve influential capability and rate of successfully influenced social nodes within a social networking environment.

This research will be conducted using simulated experiments. The base algorithm in research uses genetics algorithm diffusion model (GADM) where it carries out social influence calculations within a social networking environment. The GADM algorithm will be enhanced by integrating trust values into its influential calculations. The experiment simulates a virtual social network based on a social networking site architecture from the data set used to conduct experiments on the enhanced GADM and observe their influence capabilities.

The presence of social trust can effectively increase the rate of successfully influenced social nodes by factorizing trust value of one source node and acceptance rate of another recipient node into its probabilistic equation, hence increasing the final acceptance probability.

This research focused exclusively on conceptual mathematical models and technical aspects so far; comprehensive user study, extensive performance and scalability testing is left for future work.

Two key contributions of this paper are the calculation of social trust via content integrity and the application of social trust in social influential diffusion algorithms. Two models will be designed, implemented and evaluated on the application of social trust via trusted social nodes and domain-specified (of specific interest groups) trusted social nodes.

This paper aims to investigate the tacit knowledge-sharing framework among Pakistani academicians. The objective is to study trust and social networks as antecedents to foster tacit knowledge sharing with the mediating role of commitment. Furthermore, the moderating role of organizational knowledge-sharing culture is also examined.

The study applied a survey-based quantitative research design to test the proposed model. The nature of data are cross-sectional and collected with stratified random sampling among public sector higher education professionals of Pakistan. The total sample size for the present research is 247 respondents. The variance-based structural equation modeling technique by using Smart_PLS software is used for analysis.

Data analysis and results reveal that trust and social networks are significant predictors of tacit knowledge sharing among Pakistani academicians while commitment positively mediated the relationships. While the moderating role of organizational knowledge-sharing culture is also established.

The current research explains tacit knowledge sharing among academics with fewer antecedents i.e. social network and trust with limited sample size and specific population. There is still a great deal of work to be done in this area. Hence, the study provides direction for including knowledge-oriented leadership and knowledge governance in the current framework. Moreover, the framework can be tested in different work settings for better generalization.

The study gives an important lead to practitioners for enhancing tacit knowledge sharing at the workplace through a robust social network of employees, building trust and boosting employees’ commitment, as well as through supportive organizational knowledge sharing culture.

The research comprehends the tacit knowledge sharing framework with theoretical arrangements of trust, social networks, commitment and culture in higher education workplace settings under the umbrella of social capital theory.

Through utilizing social capital as an overarching concept, the purpose of this article is to investigate cross-country rates of business formation in the formal vs informal sectors. Plus, empirically assess the impact of social capital constructs on the national rates of entrepreneurship.

Adopting a regression-oriented methodology, partial least squares (PLS), the study used a sample comprising 50 nations. National rates of registered and nonregistered business creation were utilized as endogenous variables. To determine the indigenous variables, constructs of social capital were measured which is consistent with the World Value Survey (WWS).

The results of this study show that in the formal and the informal sectors, social networking enables business creation with varying levels of impact. It establishes that institutional trust has a negative effect on informal business creation and a positive effect on business registration; interpersonal trust drives entrepreneurship in the informal sector but has less impact on business registration; norms of trustworthiness are related to business registration than informal business creation.

The findings of this research have theoretical and practical implications. They stimulate academic debate on the application of social capital constructs at the national level. The indications that social capital promotes business formation in both the informal and formal sectors can influence entrepreneurship policy development in many countries.

The originality of the results of this study lies in how it conceptualizes social capital as having direct impact on business creation in the informal vs formal sector. Thus, the findings elevated the conceptualization of social capital to the national level thereby enhancing knowledge on the entrepreneurship process as well as developmental economics.

This study provides a framework to explain the attitude–intention gap in viewing advertisements in social networks. Going beyond the literal and evaluative inconsistency issues in measuring factors with theory of planned behavior (TPB), the authors propose and test a theoretical framework with possible moderators to the relationship between the attitude and behavioral intention.

Two surveys were conducted to test the theoretical framework, one with students and the other with working people in Hanoi, Vietnam. After testing measure reliabilities and validities, hypotheses were tested with regressions using SPSS.

In general, the attitude was still found to have a positive relationship with the behavioral intention. However, the attitude–intention gap still exists as trust in social network was found to moderate the relationship between the attitude and intention with the working people sample while trust in brands advertised facilitate the relationship with the student sample. Interestingly, involvement was not found to moderate the relationship.

Several practical implications can be recommended. In general, the marketing strategy for managers is still to develop positive attitude by consumers toward viewing advertisements. However, personalization strategy should be taken with care in advertisement in social network. Providing consumers with perceived privacy control may help enhance the advertisement effectiveness. Finally, building trusts, on or off the social network, should be optimized to increase the users' intention to view advertisements in social network.

This research offers a new explanation for the attitude–intention inconsistency in general and for viewing advertisements in social networks in particular. Going beyond the measurement issues, the research suggests looking at the process under that the attitude can be formed and activated to impact on the intention. Moreover, mixed findings from two comparable samples provide nuanced insights for different groups of consumers.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2021-0563.

The purpose of this paper is to analyze the effect of structural and relational network capabilities on trust, and its effect on pricing and selling capabilities, as well as their influence on the enterprise social impact.

An explanatory and cross-sectional design was conducted, and 100 managers of Mexican social enterprises were surveyed.

Network structural capability did not affect trust, nevertheless network relational capability did. Likewise, trust influenced pricing and selling capabilities, and these affected the enterprise social impact.

Although a sufficient number of entrepreneurs participated by responding to the survey, the results cannot be generalized to all social enterprises in Mexico.

Social enterprises should capitalize on the development of network relational capability and network structural capability because it facilitates access to scarce resources and positioning of the enterprise to act more actively as an agent of change in its network.

This research identifies the relevance for social enterprises to develop and capitalize on networking and marketing capabilities in their management routines and activities, as this can significantly enhance their social impact.

The main research contributions revealed the importance of dynamic capabilities and their effects on the impact of social enterprises.