Data on social media use related to age, gender and trust constructs of integrity, competence, concern, benevolence and identification

Publication date: June 2018
Source:Data in Brief, Volume 18
Author(s): Gillian Warner-Søderholm, Andy Bertsch, Annika Søderholm
This article contains data collected from self-report surveys of respondents to measure 1) social media usage, 2) age, 3) gender and 4) trust, measured within five major trust constructs of a) Integrity, b) Competence, c) Concern, d) Benevolence and e) Identification. The data includes all instruments used, SPSS syntax, the raw survey data and descriptive statistics from the analyses. Raw data was entered into SPSS software and scrubbed using appropriate techniques in order to prepare the data for analysis. We believe that our dataset and instrument may give important insights related to computers in human behavior, and predicting trust antecedents in social media use such as age, gender, number of hour online and choice of content provider. We have also created a parsimonious five factor trust instrument developed from the extant literature for future research. Hence, this newly developed trust instrument can be used to measure trust not only in social media, but also in other areas such as healthcare, economics and investor relations, CSR, management and education. Moreover, the survey items developed to measure social media use are concise and may be applied to measure social media use in other contexts such as national cultural differences, marketing and tourism. For interpretation and discussion of the data and constructs, please see original article entitled "Who trusts social media" (Warner-Søderholm et al., 2018) [1].



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