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.