Toggle Main Menu Toggle Search


Ethical Environment in Online Communities by Information Credibility: A Social Media Perspective

Lookup NU author(s): Dr Nick Hajli



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.

Publication metadata

Author(s): Hajli N

Publication type: Article

Journal: Journal of Business Ethics

Year: 2016

Pages: 1-12

Online publication date: 02/02/2016

Acceptance date: 20/01/2016

ISSN (print): 0167-4544

ISSN (electronic): 1573-0697

Publisher: Springer


DOI: 10.1007/s10551-016-3036-7


Altmetrics provided by Altmetric


    Link to this publication