The development of virtual sponsored communities has created great possibilities for people and companies to interact on shared platforms. To create interaction in the community, it is essential to create the perception of trustworthiness of the community. The purpose of this study is to examine which concepts of trust-building constitute the perception of trustworthiness of virtual sponsored communities. A theoretical framework based on previous studies on trust-building in virtual communities is used to provide the basis for our empirical studies. The paper examines the virtual sponsored community of an online video game, World of Warcraft, with both quantitative surveys and qualitative netnographical observations to determine the important concepts which affect the perception of trustworthiness of the community from the perspectives of the sponsor and the gamers. Our findings show that the concepts of quality content, privacy policy, interaction, knowledge growth, satisfaction, embeddedness, shared value and perceived responsiveness constitute the perception of trustworthiness of the virtual sponsored community. The findings also show implications for causal relationships between the concepts affecting the perception of trustworthiness for future studies.

This research is trying to understand the relationship between spokesperson and athletic products. With the increasing competing markets, major athletic brands are focusing on marketing strategies in order to attract and obtain consumers. Among them, brand¡¦s marketing is extremely important to sports industry. This is because the enterprise can attract consumer¡¦s attention through its spokesperson and represent their unique characteristics to promote its products. Using spokesperson to endorse its brand is a bridge to communicate with the consumers. The successful career of a professional sports endorser will create an image for the brand, which will lead the consumers belief by wearing the products will have the similar and expected results. When a brand decides on its spokesperson, it is based on the spokesperson¡¦s public image and personal characteristics. First of all, the enterprise will consider if the spokesperson¡¦s image is positive, then they will review if his/her characteristics fit well with their athletic products. This research will related spokesman from western countries for examination on the relationship of the spokesperson with brands and regarding the buying effects on consumer. According to Ohanian¡¦s (1991) research paper, celebrity endorser¡¦s source credibility, contains three dimensions: attractiveness, trustworthiness, and expertise, has positive impact on consumers¡¦ purchase intent. This research proved that the source credibility theory applies to sports brands¡¦ marketing in Taiwan market as well. The research findings not only confirm with Ohanian¡¦s theory, but also discovered one additional factor, exposure, that affect consumers¡¦ perception on endorser¡¦s credibility, but also influence consumers¡¦ intention to purchase. Based on the initial findings, the study then designed questionnaire for survey for the consumers. The survey results proved that endorser¡¦s exposures have significant impact on the consumers. When the Exposure Effect enhances the endorser¡¦s attractiveness, the endorser¡¦s source of credibility affects consumer¡¦s buying perception. Thus, the study suggests the sports brand marketers, for better marketing values, to investigate the endorser¡¦s media exposures, in order to elevate consumers¡¦ buying intention.

The pro-sociality of humans is manifested by the existence of cooperation in levels not common with any other species. Previous studies suggest that snap judgements of individuals are enough to determine if someone is a potential partner for cooperation. In addition to the often studied facial characteristics affecting cooperativeness and trustworthiness attribution (kin resemblance; attractiveness and emotional expression), the experimental work reported here examined the influence of head posture; gaze direction and skin colour on the attribution of trustworthiness and cooperation. A slightly tilted head (less than 3° downward) increased the perception of cooperativeness, especially for male and hostile looking faces. The importance of head tilt increased with decreased self-assessed dominance. Furthermore, even though some evidence that the effect of head posture is independent of gaze direction was found, gaze direction was also a strong indicator of cooperative intentions. Direct gaze and gaze slightly looking down (3°) were perceived as more cooperative than deviations of gaze outside this range (3° up or 6°- 9° down). Skin colour, a putative cue to current health status, was also found to impact on trustworthiness perception with a healthy skin colour increasing trustworthiness ratings. Additionally, as cooperative and trust decisions are vital for survival and social interactions, decisions based on facial appearance are made quickly and automatically as demonstrated by a trustworthiness modulation on an early face related component with 170 ms of exposure. Collectively, these findings suggest that facial characteristics employed to infer trust and cooperativeness help the observer to assess the motives and intentions of the individuals and assist the choice of partners that will lead to increased benefits and reduced costs in collaborative actions. Such considerations fit well with the evolutionary theory of cooperation as reciprocated social exchange.

Coordination and cooperation on public projects, as well as trust among society members are important for economic, social and political activities. This dissertation presents essays on the role of gradualism - increasing the stakes of projects slowly over time rather than starting with large-stake projects immediately - in coordination and trust building under various settings. The first two essays are on simultaneous coordination games when there are multiple equilibria in the one-shot game; the third essay is on sequential trust games when the only subgame perfect equilibrium in the one-shot game predicts that no cooperation occurs at all. The first essay, One Step at A Time: Does Gradualism Build Coordination? (joint with Sam Asher, Lorenzo Casaburi, and Plamen Nikolov), uses a multiple-period binarychoice weakest-link coordination experiment and finds that gradualism leads to better coordination in high-stake projects. The findings point to a voluntary mechanism to promote coordination when the capacity to impose sanctions is limited. This second essay, Gradualism, Weakest Link and Information: Theory and Coordination Experiments, extends the first essay and compares the effects of gradualism under various information and payoff structures. It proposes a belief-based learning framework to explore why and when gradualism may help coordination. It compares the role of gradualism in two weakest-link games under two different information structures: a limited information structure when subjects are only informed whether all group members contribute, and a richer information structure when they are informed exactly how many group members contribute. It finds that richer information feedback facilitates later coordination for the big-bang approach when a group is close to success, thus shrinking the advantage of gradualism. Finally, in a third experiment it finds that allowing free riding worsens coordination in all treatments, and gradualism with imperfect monitoring does not perform better. The third essay, Does Gradualism Build Trust? Evidence from A Multi-round Experiment, examines the effect of gradualism in trust building using a multi-round binarychoice trust (investment) experiment. It finds that gradualism leads to higher trustworthiness at the beginning and higher subsequent trust. However, trustworthiness and trust for all treatments sharply decrease in the end; even gradualism cannot avoid this end-of-game effect.

This dissertation studies data privacy preservation in collaborative filtering based recommender systems and proposes several collaborative filtering models that aim at preserving user privacy from different perspectives. The empirical study on multiple classical recommendation algorithms presents the basic idea of the models and explores their performance on real world datasets. The algorithms that are investigated in this study include a popularity based model, an item similarity based model, a singular value decomposition based model, and a bipartite graph model. Top-N recommendations are evaluated to examine the prediction accuracy. It is apparent that with more customers' preference data, recommender systems can better profile customers' shopping patterns which in turn produces product recommendations with higher accuracy. The precautions should be taken to address the privacy issues that arise during data sharing between two vendors. Study shows that matrix factorization techniques are ideal choices for data privacy preservation by their nature. In this dissertation, singular value decomposition (SVD) and nonnegative matrix factorization (NMF) are adopted as the fundamental techniques for collaborative filtering to make privacy-preserving recommendations. The proposed SVD based model utilizes missing value imputation, randomization technique, and the truncated SVD to perturb the raw rating data. The NMF based models, namely iAux-NMF and iCluster-NMF, take into account the auxiliary information of users and items to help missing value imputation and privacy preservation. Additionally, these models support efficient incremental data update as well. A good number of online vendors allow people to leave their feedback on products. It is considered as users' public preferences. However, due to the connections between users' public and private preferences, if a recommender system fails to distinguish real customers from attackers, the private preferences of real customers can be exposed. This dissertation addresses an attack model in which an attacker holds real customers' partial ratings and tries to obtain their private preferences by cheating recommender systems. To resolve this problem, trustworthiness information is incorporated into NMF based collaborative filtering techniques to detect the attackers and make reasonably different recommendations to the normal users and the attackers. By doing so, users' private preferences can be effectively protected.

The use of celebrity endorsers is a popular marketing strategy in many countries. Typically, many marketers believe that using celebrities is a viable marketing strategy for attracting customers, increasing market share and improving sales for their market offerings. The celebrity endorsement strategy using local celebrities is increasing in South Africa. Many South African marketers are now using popular local black celebrities in an attempt to attract the prosperous black emerging middle class, known as Black Diamonds. Black Generation Y students offer great promise to marketers in the South African market as their tertiary education is likely to lead to higher future earning potential and subsequent entry into the already prosperous black emerging middle class segment. Given the increased use of local black celebrities and the market potential of the black Generation Y cohort in South Africa, it is important to investigate whether this marketing strategy may be effective when used in this segment. Celebrity endorsement may work effectively if the correct celebrity is chosen to promote a product but may have costly results if an inappropriate celebrity is chosen. Ohanian (1990) developed a scale to facilitate the selection of celebrity endorsers. The scale is based on the source credibility model that includes the source attractiveness, trustworthiness and expertise model. This study set out to determine whether the black Generation Y students have positive perceptions of local black celebrity endorsers using the celebrity endorsers‟ credibility scale developed by Ohanian (1990). Furthermore, the scale was validated using confirmatory factor analysis and structural equation modelling in order to ascertain whether the scale remains applicable when used in the South African context. A non-probability convenience sample of 880 (440 per institution) black students aged between 18 and 24 years was taken in 2012 from the two registered public higher education institutions in the Gauteng province of South Africa. Following a top-of-the-mind-awareness test, four local black celebrities were identified, namely Connie Ferguson, Black Coffee, DJ Sbu and Zahara. In a second top-of-the-mind-awareness test to determine which product types each celebrity is considered to most suitable to endorse, Connie Ferguson was linked to cosmetics, Black Coffee to hot beverages, DJ Sbu to men’s clothing and Zahara to traditional African clothes and jewellery. The relevant primary data was collected using a self-administered questionnaire that had four versions – one per identified celebrity. Lecturers at the two public HEIs were contacted and asked if they would distribute the questionnaires (four versions) to their students to complete during lecture periods. The questionnaires were hand delivered to the relevant lecturers and those completed were immediately collected. The questionnaire requested respondents to indicate on a six-point Likert scale their perceptions of the four selected celebrities‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, respondents were asked to provide certain demographic data. Findings from the study indicated that black Generation Y students have positive perceptions of the selected local black celebrity endorsers‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, the results of both the confirmatory factor analysis and the structural equation modelling suggest that the scale developed by Ohanian (1990) to be a valid measure for selecting celebrity endorsers when applied in South Africa. Insights gained from this study will assist both marketing academics and practitioners understand the perceptions of the black Generation Y students towards the use of local black celebrities in product promotions in the South African market. / MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2013

The ability to establish and maintain trust is regarded as a critical modern leadership skill. However, different conceptualisations of trust saw to it that the empirical and theoretical sides of research did not merge. As a result, trust has been studied in a variety of different ways and resulted in a varied and fragmented knowledge base, which this study attempts to address. The objectives of this study were to investigate conceptualizations of trust as perceived by middle- and senior level managers in a military medical basis in order to provide recommendations to management on how to build trust. Research was conducted in two phases of investigation. In phase 1 a literature review of the concept was conducted by analyzing and categorizing definitions and frameworks currently in use. In the second phase an empirical investigation was conducted by means of a descriptive and explorative qualitative research design and the use of a non-probability purposive sampling technique. The results showed that three proposed factors of trustworthiness (ability, benevolence and integrity), effective communication as well as perceived justice and fairness are fundamental to the establishment of trust. It is evident that management should draft a strategic plan to ensure that trust is established and maintained on a sustainable basis. The findings will contribute to a better understanding of the essential nature of trust and assist management in an effective approach to master trust as an essential leadership skill in order to successfully enhance business reputation and outcomes. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2011

The ability to establish and maintain trust is regarded as a critical modern leadership skill. However, different conceptualisations of trust saw to it that the empirical and theoretical sides of research did not merge. As a result, trust has been studied in a variety of different ways and resulted in a varied and fragmented knowledge base, which this study attempts to address. The objectives of this study were to investigate conceptualizations of trust as perceived by middle- and senior level managers in a military medical basis in order to provide recommendations to management on how to build trust. Research was conducted in two phases of investigation. In phase 1 a literature review of the concept was conducted by analyzing and categorizing definitions and frameworks currently in use. In the second phase an empirical investigation was conducted by means of a descriptive and explorative qualitative research design and the use of a non-probability purposive sampling technique. The results showed that three proposed factors of trustworthiness (ability, benevolence and integrity), effective communication as well as perceived justice and fairness are fundamental to the establishment of trust. It is evident that management should draft a strategic plan to ensure that trust is established and maintained on a sustainable basis. The findings will contribute to a better understanding of the essential nature of trust and assist management in an effective approach to master trust as an essential leadership skill in order to successfully enhance business reputation and outcomes. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2011

Based around a case study of the traditional toy industry, the research examines how companies create trust with parents, the main toy purchasers, and the importance of ethical behaviour in trust development when a vulnerable community is involved. Previous literature has revealed that trust leads to mutually beneficial company-consumer relationships but scholars have failed to agree on its definition, dimensions or measurement due to its complexity, diversity and intangibility. Few have distinguished between 'trustworthiness' as a moral quality of organisations and 'trust', which is a consumer judgement about companies and brands, made as part of their purchase deliberations. A review of the literature led to the development of a framework of trustworthy behaviour identifying five sets of antecedents (organisational, individual, control, relational and branding factors) and four key dimensions with related variables - 'Integrity' and 'Benevolence', relating to ethical constructs and 'Commitment' and 'Satisfaction', relating to organisational constructs. The model was then substantiated through qualitative research with a sample of senior managers in 12 leading toy companies and other stakeholders including industry body representatives, retailers and parents. The findings revealed that in a challenging economic climate, trust in toy companies is being driven principally by the marketing offer and by external influencers such as legislators, retailers, licensors, and the media. Examples of good ethical practices were identified, although often unnoticed by consumers, and the worthier companies, for whom trustworthiness was important, appeared to be faring less well economically than companies selling third party brands. Consumers' trust was significant in the preschool market but diminished in importance as children matured when their influence overrode parents' more rational purchase considerations. The research revealed a paradox that parents as well as children are vulnerable consumers who are often bypassed in the marketing process. Whatever children's consumer rights, there will always be a lack of trust in the industry whilst young children rather than parents are so blatantly targeted.

E-privacy concerns are among the online transactions risks that influence the use of e-services and e-government services. Whilst there have been studies that have analysed the impact of e-privacy on the willingness of people to utilize the Internet, especially in e-commerce, there has been limited research in relation to e-government services for a specific demographic group. This study has examined the impact of e-privacy risk concerns on the acceptance of e-government services in Oman using an integrated model. The model is based on Liu et al.‟s (2005) privacy-trust-behavioral intention model, the broader technology acceptance literature, and recent work on e-privacy awareness and protection. The research used both quantitative and qualitative approaches: data collection by questionnaire and a series of semi-structured interviews. The sampling frame for the study was civil services government employees in Oman. The model was tested using partial least squares and the results were compared to those obtained from the interview data. The study found that e-privacy awareness significantly impacts the level of e-privacy risk concerns. Social norms and perceived usefulness were found to play a significant role in influencing the intention to use e-government services. The study also found that e-privacy concerns and perceptions of the protection available against risks influence citizens‟ intentions to use e-government services via their influence on the perceived trustworthiness of these services. Thus trustworthiness is a factor that could be an obstacle to successful e-government services project implementation. Therefore the thesis recommends that governments pay greater attention to the role of e-privacy concerns and put in place security and e-privacy controls. Citizens should then be made aware of these in order to build the required level of trust and confidence in these services.