The Effect of Different Type of Information on Trust in Facebook Page

Abstract

The use of social media has grown as an essential communication tool for e-commerce. To be effective, a clear understanding of the impact of information on viewers should be reached. This paper investigates the impact of the different type of information on Facebook, i.e., detailed information, interactivity information and persuasive information, on the level of trust. Based on experiment design using an eye tracker devices, we find that detailed information and interactivity information have a positive and significant effect on trust. Therefore, information about the product and promise for quick response to the question are critical to be included on a Facebook page.