Analysis of Reliance Factors in The Text, Images and Videos on Social Media

Social Media is vigorously personalized for many purposes, ranging from social information to commercial information such as marketing campaign. However, the message in social media is effortless to fabricate and may cause potential loss of the image of a person, product image, or company reputation. In this line, there are three forms of the social media message, i.e. text message form, audiovisual/video message form, and the visual/picture message form. On this background, this study aims to explore the reliance influence factor on the message that disseminates through social media. The result of this preliminary study contributes to future marketing research. However, the contemporary university student is the most active user of social media in Indonesia. The causal/explanatory research in this study functionates to explain the relationship between university student background and communication device used by the student to trust factor of message form in social media. This study involved 388 respondents and revealed 15 essential relationships and a strong influence of trust factor to message form eventually.