Ethical Environment in the Online Communities by Information Credibility: A Social Media Perspective
通过调查旅游社区，提出社交口碑模型，探讨社交媒体和社会支持如何提升信息可信度和有用性，从而营造伦理环境，对关注社交媒体伦理和口碑营销的研究者与实践者具有参考价值。
With the increasing popularity of social media, a new ethics debate has arisen over marketing and technology in the current digital era. People are using online communities but they have concern about information credibility through word of mouth in these platforms. Social media is becoming increasingly influential in shaping individuals’ decision-making as more and better quality information about products is made available. In this research, a social word-of-mouth model proposes using a survey to test the model in a popular travel community. The model highlights the role of social media and social support in social networking sites (SNSs), identifying increasing credibility and information usefulness resulting in an ethical environment to adopt word of mouth. The theoretical and practical implications of the study are both detailed.