Cultural appropriateness, trust and self-presentation of malay speaking users of facebook

Abstract

Western studies have found that social networks influence users’ trust aspects of the users’ self-presentation. However, there are other factors that have been highlighted in this study as mediating factors that influence the presentation of self. Facebook has been chosen to be the platform of this study. This quantitative study involved 378 respondents who were Facebook users in three Malaysian public universities; Universiti Sains Malaysia (USM), Universiti Putra Malaysia (UPM) and Universiti Utara Malaysia (UUM). The main objectives of this study are to investigate the relationship between users’ trust and users’ self-presentation in social networking platform, to indentify the relationship between the mediator and the presentation of his / herself and to identify the factors mediating the relationship between trust and self-presentation. The study found that there is a significant relationship between the trust and self-presentation. The study found that there is a significant relationship between the trust and self-presentation of social networking users and there is a significant correlation between the cultural appropriateness; budi bahasa and the presentation of self. For intermediate factor test, the results of this study also provide evidence of partial mediation effect of the cultural appropriateness; budi bahasa on the relationship between the trust and self-presentation of social network users