Data on social media use related to age, gender [627217]

Data article
Data on social media use related to age, gender
and trust constructs of integrity, competence,concern, benevolence and identi fication
Gillian Warner-Søderholma,n, Andy Bertschb,
Annika Søderholma
aBI Norwegian Business School, Oslo, Norway
bMinot State University, Minot, ND, USA
article info
Article history:
Received 14 December 2017Received in revised form8 March 2018Accepted 16 March 2018abstract
This article contains data collected from self-report surveys of
respondents to measure 1) social media usage, 2) age, 3) genderand 4) trust, measured within five major trust constructs of a)
Integrity, b) Competence, c) Concern, d) Benevolence and e)
Identi fication. The data includes all instruments used, SPSS syntax,
the raw survey data and descriptive statistics from the analyses.
Raw data was entered into SPSS software and scrubbed using
appropriate techniques in order to prepare the data for analysis.We believe that our dataset and instrument may give importantinsights related to computers in human behavior, and predicting
trust antecedents in social media use such as age, gender, number
of hour online and choice of content provider. We have also cre-ated a parsimonious five factor trust instrument developed from
the extant literature for future research. Hence, this newly devel-
oped trust instrument can be used to measure trust not only insocial media, but also in other areas such as healthcare, economics
and investor relations, CSR, management and education. Moreover,
the survey items developed to measure social media use are con-cise and may be applied to measure social media use in othercontexts such as national cultural differences, marketing andContents lists available at ScienceDirect
journal homepage: www.elsevier.com/locate/dibData in Brief
https://doi.org/10.1016/j.dib.2018.03.065
2352-3409/ &2018 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license
(http://creativecommons.org/licenses/by/4.0/ ).DOI of original article: https://doi.org/10.1016/j.chb.2017.12.026
nCorresponding author.
E-mail address: [anonimizat] (G. Warner-Søderholm).Data in Brief 18 (2018) 696 –699

tourism. For interpretation and discussion of the data and con-
structs, please see original article entitled “Who trusts social
media ”(Warner-Søderholm et al., 2018) [1].
&2018 The Authors. Published by Elsevier Inc. This is an open
access article under the CC BY license
(http://creativecommons.org/licenses/by/4.0/ ).
Speci fications table
Subject area Communication and management
More speci fic subject areas Social media analysis studies
Type of data Text files and SPSS file, instrument, survey data
How data was acquired Survey, analytics, self-report questionnaires
Data format Raw data and SPSS data
Experimental factors
Experimental features
Data source location Minot, ND, USA and Oslo, Norway.
Data accessibility Data are available with this article
Value of the data
/C15The data may be utilized to build social media analytics for larger studies within new research
fields such as leadership, followership, culture, negotiations, board of directors, entrepreneurship,
healthcare, marketing etc.
/C15The data expands on the results reported in the original study, with additional data related to whatrespondents documented they speci fically share on social media and their political views.
/C15Provides raw data available for comparison with other survey data.
/C15The instrument may help marketers estimate the social media use patterns of each user, classify
patterns of usage, and of Benevolence, Integrity, Competence, Identi fication, and Concern levels of
trust in consumer segments to ensure customer expectations are met.
/C15The dataset can be used in new research –it can be expanded to include new respondent group
data to explore regional differences / demographic differences / national differences / international
differences etc., in a new comparative study of social media use. In addition, data can be extracted
to apply in new studies of trust in a multi-regional empirical setting.
1. Data
The data presented in this article document the responses to the newly revised 25 trust construct
measurement items from 214 respondents from a convenience sample of university students and
faculty (see Supplementary file in the Appendix ). Data for 3 items developed to measure con-
temporary social media use are also presented along with 3 demographic items used in the study. Inaddition, the article provides copies of the instruments that were used to gather the data and the SPSS
syntax, making the instrument freely available for future academic and business research. The sub-
sequent raw data, as well as descriptive statistics can be added to new datasets. The responses mayalso be used to seek correlation or may be selected based on subsets to test new hypotheses in future
studies.G. Warner-Søderholm et al. / Data in Brief 18 (2018) 696 –699 697

2. Experimental design, materials and methods
The study utilized a questionnaire-based survey instrument to collect data via a paper-based and
online instrument. Coding the data in numerical form for appropriate statistical analyses was carriedout via Likert scale 1 –5 coding applied to the trust items (1 ¼strongly agree, 5 ¼strongly disagree).
The instrument employed in this study was an amalgamation from McKnight et al. [2], Mayer and
Davis [3], and Shockley-Zalabak et al. [4]. Speci fically, items were utilized from McKnight, Choudhury,
and Kacmar [2]to measure Benevolence (5 items) and Competence (5 items). From Mayer and Davis
[3]we utilized items to measure Integrity (5 items). Survey questions related to the constructs
Identi fication (5 items) and Concern (5 items), were utilized from Shockley-Zalabak et al. [4]. The
questions used to measure relevant social media use were adapted from www.marketest.co.uk .
Additionally, to summarize our approach in support of our methods, this study was exploratory in
nature, hence we sought to explore relationships across various variables that have been discussed inthe literature review, yet which had not been explored empirically, nor clearly de fined in the lit-
erature prior to this study. Further, we sought to discover new information and new relationships;
therefore, we selected a sample based on convenience, an important allowance within exploratoryresearch. Our sample was drawn from an international sample pool of university business students
and faculty. We employed an exploratory research design therefore, consisting of borrowed trust
measure items, convenience sampling, and a positivistic, quantitative methodology and this is fullydescribed in the article [1]. The study can consequently be visualized in the following conceptual
model, depicted in Fig. 1 below:
Declarations of interest
None.
Acknowledgements
This research did not receive any speci fic grant from funding agencies in the public, commercial, or
not-for-pro fit sectors.
Transparency document. Supporting information
Supplementary data associated with this article can be found in the online version at http://dx.doi.
org/10.1016/j.dib.2018.03.065 .Trust within social media use
Trust measured as:
*Integrity
*Competence
*Concern
*Benevolence
*IdentificationSocial media preference
Age
Gender
Time online
Fig. 1. Conceptual model investigating social media and newsfeeds use and trust.G. Warner-Søderholm et al. / Data in Brief 18 (2018) 696 –699 698

Appendix A. Supplementary material
Supplementary data associated with this article can be found in the online version at http://dx.doi.
org/10.1016/j.dib.2018.03.065 .
References
[1] G. Warner-Søderholm, et al., Who trusts social media? Comput. Hum. Behav. 81 (2018) 303 –315. http://dx.doi.org/10.1016/j.
chb.2017.12.026 .
[2] D.H. McKnight, V. Choudhury, C. Kacmar, Developing and validating trust measures for e-commerce: an integrative
typology, Inf. Syst. Res. 13 (3) (2002) 334 –359. http://dx.doi.org/10.1287/isre.13.3.334.81 .
[3] R.C. Mayer, J.H. Davis, The effect of the performance appraisal system on trust for management: a field quasi-experiment, J.
Appl. Psychol. 84 (1999) 123 –136. http://dx.doi.org/10.1037/0021-9010.84.1.123 .
[4] P. Shockley-Zalabak, K. Ellis, R. Cesaria, Measuring organizational trust. International Association of Business Commu-
nications, 2000. 〈http://www.uccs.edu/Documents/physics/10152010_Shockley-Zalabak.pdf 〉.G. Warner-Søderholm et al. / Data in Brief 18 (2018) 696 –699 699