Consumers' willingness to share digital footprints on social media: the role of affective trust

Syed Sardar Muhammad, Bidit Lal Dey, Sharifah Faridah Syed Alwi, Muhammad Mustafa Kamal, Yousra Asaad

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)
396 Downloads (Pure)


Despite consumers' widespread use of social media platforms, there is scant research on the underlying factors that influence their willingness to share digital footprints on social media. The purpose of this study is to address this research gap by examining consumers' cognitive and affective attitudes simultaneously.

This research used quantitative method by using online survey administered to a sample of 733 social media users.

The findings indicate both cognitive and affective attitudes jointly influence consumers' behavioural intentions with trust as a key construct mediating the relationship between attitudinal antecedents and consumers' willingness to share digital footprints on social media.

Research limitations/implications
This study contributes to the information systems (IS) literature by offering a comprehensive framework constituting the joint attitudinal components as antecedents to consumers' behavioural intention for sharing digital footprints while trust works as a mediator.Practical implicationsThis paper has important managerial implications. It helps marketers and IS managers in profiling consumers, understanding consumption patterns, sharing of digital footprints, which are useful for effective market segmentation, product development and future design of social media platforms. It informs social media providers of the importance of not only focussing on functional aspects but also underscores the essence of paying attention to consumers' affect towards social media platforms, especially trust.

The paper presents an original framework that explains the influence of joint attitudinal components on behavioural intention, with trust as a mediator.
Original languageEnglish
Pages (from-to)595-625
Number of pages31
JournalInformation Technology & People
Issue number2
Early online date12 Apr 2022
Publication statusPublished - 21 Mar 2023

Bibliographical note

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This document is the author’s post-print version, incorporating any revisions agreed during the peer-review process. Some differences between the published version and this version may remain and you are advised to consult the published version if you wish to cite from it.


  • Digital footprints
  • Social media
  • Trust
  • Cognitive and affective attitude


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