Evaluation of Political Candidate's Trust and Commitment in Social Networks

Abstract

This research evaluates how voters perceive communication by political candidates in social networks, and how this perception influences the perceived trust and commitment. In order to do that, the research analyses and define both concepts shared values, opportunistic behaviour and trust, and measure them using reliable and valid measurement scales through a purposive sample obtained by means of a multichannel method. As a result, a causal model is presented, which indicates that searched values increase the level of trust, while the opportunistic behaviour reduces the level of trust. Moreover, trust has a direct and positive relationship with commitment.