Trust as the Key to Social Media Success in K-Pop Fandoms

Trust (TR) significantly influences users’ Behavioural Intentions (BI) on Social Media (SM), particularly in highly engaged communities like K-pop fandoms. This study focuses on a single SM platform, X (formerly known as Twitter), examining TR as a multidimensional construct encompassing platform TR, idol TR, and community TR, and exploring its role in driving K-pop fans’ BI to engage in fandom activities. Using a qualitative approach, the study conducted non-participatory observations of 30 K-pop fans’ X accounts over a one-month period. Observations focused on behaviors such as content sharing, engagement with verified idol accounts, and participation in collaborative campaigns. Thematic analysis identified patterns linking TR dimensions with fans’ use of the platform. The findings reveal that platform TR establishes a secure foundation for engagement, as fans value X’s reliability and tools for fandom-specific activities. Idol TR, fostered by verified accounts and authentic interactions, amplifies content sharing and loyalty. Community TR strengthens collaborative efforts, with fans using X to organize hashtag campaigns and coordinate streaming projects. Together, these TR dimensions significantly influence fans’ BI to engage with the platform. The study contributes to technology acceptance literature by emphasizing TR’s multidimensional role within the unique context of K-pop fandoms on X. Practical implications suggest enhancing platform security, promoting authenticity in idol communication, and supporting community-driven initiatives. However, the study’s focus on a single platform limits its generalizability. Future research should examine multiple platforms, incorporate mixed methods, and explore TR dynamics across different fan communities and cultural contexts. Kepercayaan (TR) mempengaruhi Niat Tingkah Laku (BI) pengguna di Media Sosial (SM), khususnya dalam komuniti peminat K-pop. Kajian ini memfokuskan pada platform X (sebelumnya Twitter) dan meneliti tiga dimensi TR: kepercayaan terhadap platform, idola, dan komuniti. Dengan pemerhatian kualitatif terhadap 30 akaun peminat K-pop selama sebulan, kajian mendapati bahawa kepercayaan terhadap platform membina asas penglibatan melalui kebolehpercayaan dan alat khusus fandom. Kepercayaan terhadap idola, melalui akaun sah dan interaksi autentik, meningkatkan kesetiaan dan perkongsian kandungan. Kepercayaan terhadap komuniti menyokong usaha kolaboratif seperti kempen tanda pagar dan projek penstriman. Dimensi TR ini memacu penglibatan peminat di platform X. Kajian ini menyarankan peningkatan keselamatan platform, keaslian komunikasi idola, dan sokongan terhadap inisiatif komuniti. Penyelidikan masa depan perlu melibatkan pelbagai platform, kaedah campuran, dan konteks budaya yang berbeza.