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Exploring Trust in TikTok Content : Investigating the Role of Sender and Receiver Characteristics
Boroch, N.M. (2025) Exploring Trust in TikTok Content : Investigating the Role of Sender and Receiver Characteristics.
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| Abstract: | Media trust and misinformation are one of the grand challenges in the digitalized century. As social media platforms have become the primary source of information for young adults and shape how they consume information, it is important to examine the factors by which a content’s trustworthiness is established. This is the first step to combat misinformation and address the challenges of online credibility. By exploring sender and receiver characteristics, this study aims to examine the various factors that shape young adults' trust in TikTok content. Using a cross-sectional survey, data from 155 participants, aged 18 to 29 (M = 24.5), who provided information on their personality traits and the relevance of sender characteristics, were gathered. Two separate linear regression analyses were conducted, along with examining media literacy as a possible moderator. The findings indicate that the relevance of sender characteristics, especially verification, is positively associated with higher trust among TikTok users, while receiver characteristics were not associated with trust. The results emphasize the need for platform transparency about verification and media literacy programs. Future research is needed to examine these correlations in more detail and explore behavioral measures to further investigate trust dynamics in fast-paced social media environments like TikTok. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/107008 |
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