How event information is trusted and shared on social media: a uses and gratification perspective

Kim, Sung-Eun; Kim, Hyelin Lina; Lee, Samuel

doi:10.1080/10548408.2021.1943600

Cited by 53Digital Marketing and Social MediaSocial Media in Health EducationMedia and Digital Communication

How event information is trusted and shared on social media: a uses and gratification perspective

Kim, Sung-Eun, Kim, Hyelin Lina, Lee, Samuel·2021·Journal of Travel & Tourism Marketing

DOI 10.1080/10548408.2021.1943600

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Abstract

This study explored the gratification factors of event-focused social media content that affect information sharing and information trust and ultimately the intention to attend an event. It also investigated how non-content factors moderate these relationships. The findings showed that the gratification factors (i.e., informational, entertaining, remunerative, and relational) of social media content significantly influence event attendees’ intention to share information, perceived information trust, and thus their intention to attend the event. Non-contents (i.e., visual design and information overload) act as a critical moderator altering the effects of the gratification factors on attendees’ intention to share and information trust.

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Visually- and emotionally-appealing stimuli better satisfy users' media needs, leading to more trust, according to gratification theory.
“According to the authors, this increase in trust can be attributed to gratifcation theory, as visually-and emotionally-appealing stimuli better satisfy users' media needs, leading to more trust [56].”
From What Do We Mean When We Talk about Trust in Social Media? A Systematic Review (2023) · cites this paper as [56]
Multi-media and visual components invoke positive emotional sentiments among users, which contributes to increased trust in that information.
“This is because these components often invoke positive emotional sentiments among users, which contributes to increased trust in that information [13,40,56].”
From What Do We Mean When We Talk about Trust in Social Media? A Systematic Review (2023) · cites this paper as [56]
Trust in information on social media and trust in the platforms themselves positively influence people's intention to share information, news, and opinions on social media.
“All the studies in our corpus suggest that trust in the information on social media [10,56,65,68] and trust in the platforms themselves [30,59,66,70] positively infuence people's intention to share information, news, and opinions on social media [122].”
From What Do We Mean When We Talk about Trust in Social Media? A Systematic Review (2023) · cites this paper as [56]
High levels of perceived trust in event information on social media increase users' willingness to participate in that event offline.
“For example, high levels of perceived trust in event information on social media increases users' willingness to participate in that event ofine [56].”
From What Do We Mean When We Talk about Trust in Social Media? A Systematic Review (2023) · cites this paper as [56]

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What Do We Mean When We Talk about Trust in Social Media? A Systematic Review
Zhang, Y., Gaggiano, J. D., Yongsatianchot, N., Suhaimi, N. M., Kim, M., Sun, Y., Griffin, J., & Parker, A. G. (2023) · Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems · doi:10.1145/3544548.3581019 · Cited by 29 · see citing works

Authors: Kim, S.-E., Kim, H. L., & Lee, S.
Affiliations: University of Nevada
University of Nevada, Las Vegas (US)
Corresponding author: Kim, Hyelin Lina
ORCID: Kim, Sung-Eun
Kim, Hyelin Lina
Lee, Samuel
Venue: Journal of Travel & Tourism Marketing
Publisher: Informa UK Limited
Published: 2021-06-13
Volume: 38
Issue: 5
Pages: 444-460
ISSN: 1054-8408 (ISSN-L)
1540-7306
DOI: 10.1080/10548408.2021.1943600
OpenAlex: W3174847287
Cited by: 53
References: 112
Citations by year: 2026: 10 · 2025: 12 · 2024: 15 · 2023: 9 · 2022: 7
FWCI: 10.74
Type: journal article
Language: en
Open access: closed
Locations: Journal of Travel & Tourism Marketing (publishedVersion)
Funders: wttm
Topics: Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Social Sciences › Health › Social Media in Health Education
Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
Keywords: event information, social media, uses and gratifications theory, information sharing, trust in information, visual design, information overload, event marketing

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How event information is trusted and shared on social media: a uses and gratification perspective

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