Relationship between Social Capital and YouTube Acceptance on Social Media
JIHEA KIM · The Journal of Internet Electronic Commerce Resarch · 2022
Today, we live in a communication through social media as well as face-to-face. Over the Past 10 years, social media has become a major means of communication. The purpose of this study was to investigate relationship between social capital and acceptance of YouTube contents. In this study suggested effects of social capital on YouTube contents acceptance in social media. The author divided dimension of social capital as bonding social capital and bridging social capital and identify trust, reciprocity on social media. The author examined how the acceptance of YouTube contents changes according to the trust and reciprocity in social media.BR This study collected 322 questionnaires from Facebook and instagram users, in their 20s. we used to Smart PLS 3.0 to test the research model and hypotheses. Six suggested hypotheses are supported. The results were as follows. First, bonding social capital and bridging social capital have a positive effect on trust, reciprocity. Second, trust and reciprocity have a positive effect on acceptance of YouTube contents. These findings not only theoretical foundations on the research of social capital in social media, but also help company to find strategies in social media. Finally, limitations and future research are discussed.