YOUTH CULTURE AND FACEBOOK BRAND TRUST AMONG THE COLLEGE STUDENTS

Rationale

Facebook brand trust has negative association with authenticating news before sharing, and
online trust, self-disclosure, fear of missing out (FoMO), and social media fatigue are positively
associated with the sharing fake news (intentionally) ( Talwar, Dhir, Kaur, Zafar, & Alrasheedy, 2019).
Saddique, Qureshi, Shabbir (2017) stated that One of the most popular social networking sites is
Facebook with 1.7 billion active users. However, there are many users of Facebook with fake identities,
communicating with other users just for fun and enjoyment. Companies are also attracted towards
facebook for advertisement, consumer engagement and feedbacks of customers bearing very low cost.
Moreover, this study examined how fake news sponsored by brands influences consumers’ brand trust.
Specifically, it explored the effects of fake news on brand trust and the factors that might moderate this
association. In addition, the influence of news credibility on brand trust is moderated by product
involvement and certain social media usage. This study suggests that fake news consumption is a
complex behavior that might not lead to the direct transfer of negative brand outcomes, as consumers
might have different sensitivity levels and perceived credibility of fake news (Chan-Olmsted & Qin 2021).

Thus, brand trust is important in Facebook in terms of having a mechanism to grow trust from
social media users with whom Facebook may form social relationships. In addition, according to
Bushelow (2012) a Facebook user can also become a fan of a page and interact with the brand and other
consumers by hitting the "like" button, Facebook pages should encourage the development of deeper
bonds between people and between people and the society. However, According to Jin (2015) Facebook
users' self-systems played a key part in the establishment of social ties, based on data from a poll of
Facebook users. Moreover, Kim and Lee (2011) the number of Facebook friends a person has is linked to
their subjective happiness, but this link is not mediated by perceived social support. On the other hand,
genuine self-presentation may boost happiness based on Facebook friends' social support, according to
our study. Furthermore, according to Hew (2011) the findings show that Facebook has had little
educational value in terms of learning.

Goggin (2013) stated that in the mobile communication and media studies the youth category
is a strategically important in its progress. Nonetheless, it has become a much more complex area in the
situation of youth and youth culture. According to Dwyer et al. (2007) it's unclear how social interactions
on social networking sites are influenced by privacy concerns and trust. An online study comparing trust
and privacy concerns, as well as readiness to share information and build new relationships, was
conducted on two prominent social networking sites, Facebook and MySpace. Members of both sites
expressed equal degrees of anxiety about their privacy. Users of Facebook showed a higher level of
confidence in both Facebook and its members, and were more eager to disclose personal information.
Thus, the youth culture depicted in this work emphasizes universal standards of behavior and
symbolizes a movement toward ascription, or the acknowledgement of an individual's worth
independent of his class or role performance (Lytsad, 1973: 121-124). This indicates that both youth
culture and facebook brand trust are vital to the advancement of contemporary social culture and
trends.

Talwar et al. (2019) stated that Facebook brand trust has negative association with
authenticating news before sharing, and online trust, self-disclosure, fear of missing out (FoMO), and
social media fatigue are positively associated with the sharing fake news (intentionally). Whereas the
system of norms, beliefs, and practices acknowledged and shared by members of the teenage society as
acceptable guides to activities is referred to as youth culture (Muzenda & Ethelia, 2013). Thus the
current youth culture does not necessarily apply to all generations of teenagers. As peer impact varies a
lot depending on the situation, gender, age, and social status. On the other hand, the relationship
between young culture and facebook brand trust is still not discussed. Furthermore, the study is an
urgent matter as the practices of the youth has significant impact to the society. Moreover, Saikaew and
Noyunsan (2015) stated that developing the system for credibility on Facebook is needed, as news, links,
photos, and VDOs are all widely shared on social media nowadays. Nonetheless, the quality of
information disseminated through social media is lacking: there is less fact-checking, greater bias, and a
slew of misinformation.

Research Objectives

The purpose of this study is to determine the significant relationship between youth culture and
Facebook brand trust among the college student. Specifically, this study has the following objectives:

1. To assess the level of youth culture in terms of:

1.1 attitude;

1.2 stress.

2. To ascertain the level of facebook brand trust in terms of:

2.1 awareness;

2.2 perception;

2.3 credibility.

3. To determine the significant relationship between the youth culture and Facebook brand trust among
the college student.

Research Hypothesis

The hypothesis will be tested at 0.05 level of significance:

H01. There is no significant relationship between youth culture and facebook brand trust among the
college student.
Review of Related Literature

This section will present the discussions related to the independent and dependent variables of
the study. The Facebook brand trust has three indicators, namely; awareness, perception, and credibility
(Ballester & Munuera, 2005). The Leadership styles has two indicators, namely; stress, and attitude
(Meriwether, 1975).

Facebook Brand Trust

Many aspects of privacy, such as awareness and protective behavior, were found to be
strongly linked to trust and activity. Furthermore, trust and individuals' photo sharing activities influence
photo sharing intents on Facebook (Malik, Hiekkanen, Dhir, & Nieminen, 2016). Nevertheless, according
to Gupta and Dhami (2015) the information exposed on users' profiles may expose them to hazards such
as identity theft, online stalking, and cyber harassment. Because of features like newsfeeds, personal
information is also more visible and available to others. Users' lives are deeply entwined with social
networking sites, and as pervasive technology, they tend to fade into the background once widely
acknowledged, omnipresent, and accepted. Whereas, Maqbleh, Abuhashesh, Dahabiyeh, Nawayseh and
Masadeh (2021) stated that contentment and trust were influenced by both emotional and social worth.
The latest study has added to previous studies in the areas of customer happiness and trust in terms of
Facebook stickiness. The findings of this study aid policymakers and social media designers in
determining what aspects influence users' stickiness to Facebook.

In addition, according to Zlatolas, Welzer, Hericko and Holbl (2015) Facebook self-disclosure
was found to be negatively impacted by trust in the Facebook. Furthermore, it has been discovered that
trust in Facebook has a considerable beneficial impact on privacy control while having a negative impact
on privacy concerns. Thus, the higher the user's trust in Facebook, the more information they will reveal
and the fewer their privacy worries will be. Also, if the user has a higher level of trust in Facebook, they
will feel like they have more privacy control. While previous study revealed that students spend nearly
30-60 minutes on the use of Facebook. Furthermore, students had the enthusiasm to have friends from
their relatives in Facebook, and it helped students to maintain in relation with people who were far from
them in their real life as well felt good when they share their opinions on the wall of Facebook. In
addition, it had positive impacts on learners’ social life (Himat, 2020). Nevertheless, O’Brien and Torres
(2012) stated that over three-quarters of users have tightened their privacy restrictions, responding to
concerns about privacy. The year 2010 saw the biggest changes to privacy settings, owing to the
backlash over Facebook's privacy policies. Although only a quarter of people trust Facebook, the
majority believe that both Facebook and users have an equal responsibilities to secure users' data.

Furthermore, this study examines why some people are more active on Facebook than others,
using both a questionnaire of Facebook users and actual Facebook data. In terms of the actual number
of Facebook friends, the nature of their wall postings, and their level of regret for inappropriate
Facebook content, the results showed that personality, in addition to gender and Facebook experience,
explained significant amounts of variance in terms of actual number of Facebook friends, the nature of
their wall postings, and their level of regret for inappropriate Facebook content (Moore & McElroy,
2012). People just prefer a specific SMS because they feel confident in the site's ability to assist them in
balancing online self-expression and privacy. Privacy restrictions provided on a site, the site's public
reputation, and personal privacy concerns can all contribute to feelings of trust (Shane-Simpson,
Manago, Gaggi & Gillespie-Lynch, 2018). In addition, according to Joo and Teng (2017) social media, such
as Facebook, is seen as a good communication tool that can bring family members closer together. The
findings demonstrate that social media, such as Facebook, has a good impact on family members; aid in
the creation of a more harmonious society; and, relationships among communication amongst family
members must be improved to the status of a country.

Awareness. In accordance to the study of Sadek and Elwy (2018) the findings of the paper
show that social media brand communication created by companies is a huge plus directly on only four
aspects of CBBE: brand awareness, recognized brand quality, brand relevance, brand trust. It has been
shown to have a positive impact. User-generated brand communication on social media has been found
to adversely affect brand awareness and brand association. In addition, the author's findings suggest
that fan page involvement has a beneficial impact on brand awareness among customers as claimed by
the hierarchy of effects theory and based on an online survey of users of the corporation's Facebook
fanpage (Hutter, Hautz, Dennhardt, & Füller 2013). Also, Jermsittiparserta, Sutduean and Sriyakul (2019)
stated that the social media platforms such as Facebook are widely used and accepted modes of
communication increased web presence to raise awareness.

Moreover, Bilgin (2020) has mentioned that the brand awareness was found to have a strong
influence on brand image and trust among young adult consumers. The analysis found that social media
friendships among young adult consumers had a positive effect on brand awareness, brand image,
brand trust and purchase intention. However, in the study of Pegoraro, Scott, and Burch (2017) to
use Facebook to build positive branding, foster fan engagement, and ultimately create brand
ambassadors result to practical impact. In addition, the study examines the efficacy of using social media
to increase brand recognition in Jordanian banks. Brand awareness, brand recognition, brand recall,
brand top-of-mind, and brand dominance have all been demonstrated to benefit from the use of social
media (Alnsour & Tayeh, 2019).

Credibility. The credibility of the one popular social media in our generation which is the
Facebook. According to Sausa and Bates (2021) the author of a news piece has a substantial impact on
the perceived credibility of users. An individual's bogus news post is regarded as the least trustworthy.
Each Facebook post had a different author: two from UK tabloids and two from unknown individuals.
Respondents were asked to rate the reliability of news posts in their Facebook news feed. However,
Gupta (2018) stated that Fake news can spread rapidly in OSNs especially during news-making events,
e.g. Earthquake in Chile (2010) and Hurricane Sandy in the USA (2012). A potential solution is to use
machine learning techniques to assess the credibility of a post automatically. Nevertheless, according to
Keib and Wojdynski (2019) this study looks at how Facebook advertising news elicit heuristic cues that
assist online consumers in making such decisions. Scholars studying trustworthiness, as well as news
organizations and journalists, can apply the findings to boost credibility. Moreover, According to
Johnson (2020) the findings of an online study have implications for traditional media in terms of their
capacity to be perceived as reliable online.

Furthermore, according to Ekwugha (2015) Facebook has emerged as preferred platform

for advertisers wishing to reach a well-targeted global audience. Research shows that most
advertisements on Facebook are perceived as credible and trustworthy by undergraduates. Study
recommends that social media advertisers maintain the favorable disposition undergraduates have
toward Facebook advertising. In addition, Awais (2021) the study's goal is to identify young people's
perceptions of Facebook's sights on combating Muslims from Bahauddin Zakaria University Multan.
According to the findings of the study, the majority of students believe that Facebook visual content is
trustworthy and accurate since they find it accurate. Furthermore, according to McCorkindale (2013)
millennials in the United States are members of the millennial generation (ages 13 to 29). This study
looks at how millennials communicate and engage with organizations on Facebook. Participants were
quite explicit about how, when, and why they wanted to engage with a company. However, the spread
of undesired, unconnected material has become a major issue not only on blogs and discussion forums,
but also on online social networks such as Facebook. Users are allowed to propagate false information
without regard for accuracy, integrity, or authenticity, with no repercussions from marketers or
publishers (Agrawal, 2016).

Youth Culture

Youth cultures have been defined as "ideal research venues" for learning about global
interconnectedness on one hand and habits that are more the product of local settings and surroundings
on the other (Roudometof, 2019). Furthermore, in the subject of adolescent mobile phone study, the
term "mobile youth culture" refers to the particular ways in which teenagers throughout the world
integrate the mobile phone into their daily lives (Abeele, 2016). However, Young people now have much
more access to globalized media: media corporations are increasingly developing and targeting global
markets, and young people are using new media to create and sustain transnational connections. A
growing number of them have also experienced global migration and live in neighbourhoods where
diverse global cultures mix and cross-pollinate. (Buckingham & Kehily 2014).

In addition, the use of digital technology by young people is becoming a more researched
and measured phenomenon, whether at the micro-cultural level, as in the interesting study on school-
girl Facebook usage abstracted in this issue of YSA, or at the macro level, as in the numbers gathered on
a regular basis by the Pew Research Center (Allison 2013). Moreover, Students are sometimes depicted
as mindless consumers of popular culture, yet an increase in social media activity among Millennials and
Generation Z demonstrates that K-12 kids are frequently at the forefront of generating media material
and influencing the patterns that comprise popular culture (Lyiscott, Mirra, & Garcia 2021). Nonetheless,
different structural situations, according to (Roudometof, 2019), allow some groups of young people to
focus more on the global, while others are more constrained to the local.

Furthermore, despite the proliferation of such platforms, concerns about the privacy of
student data and the hazards associated with engaging with a larger audience outside of the school
boundary persist, which can hamper broader attempts to nurture and promote youth media.
Community groups enable many of the most intensive and active chances for youth composition and
distribution (Baldridge, 2019). In addition, Goggin (2013) argues for the significance of a broader,
multidisciplinary, and international viewpoint to develop the subject – and our knowledge of youth and
mobiles – as technology is integrated into the greater area of the internet, social, and digital media.
However, Pascoe (2012) stated that a lack of accurate information about what young people are doing
with new media fuels both anxieties and optimism about the interaction between young people and
digital technology

Also, according to Feldman-Barrett, the movement toward historicization has seen

"youth culture, events, activities, assessed and analyzed for how they fit within a chronology and/or
how, on a micro-level, they signify or link to bigger cultural forces at work in a given age" (Feldman-
Barrett, 2018: 741). Moreover, Technologies have been and are being developed to meet a wide range
of human requirements. The desire for physical and economic well-being is usually seen to outweigh the
need for culture, leisure, enjoyment, and amusement. Affordably priced new media technologies play a
crucial role in the acquisition of entertainment material and the subsequent development of culture
(Kumar, 2013).The media of the twenty-first century is altering when, where, what, and how young
people study. Some educators, youth researchers, and parents deplore this reality, yet youth, media
culture, and learning are nevertheless intertwined in a complex web of interactions today. These
interactions and the fears they generate are not new; they reflect long-standing concerns about the
effects of young people's media attachments (Poyntz & Pedri, 2018).

Stress. Stress, a typical yet unpredictable life experience, can have significant physiological and
behavioral consequences. Stress and the stress axis interact with epigenetic markers in the brain in a bi-
directional manner. It's now obvious that stress has both acute and long-term consequences on these
signs, especially when it happens early in life. They, in turn, have an impact on cognitive function and
behavior, as well as the risk of suicide and psychiatric diseases, throughout one's life and, in certain
situations, into future generations (Griffiths, & Hunter, 2014). Thus, in today's workplaces, varied levels
of stress and anxiety might be found. Employees' health may be affected by stress because they spend
the majority of their time in companies. Furthermore, the more employees perceive toxic leadership,
the more job stress they experience (Aghaei, & Komatsu, 2013). Moreover, Reddy, Menon, and Thattil
(2018) stated that due to the multiple internal and external expectations placed on students' shoulders,
stress has become a component of their academic lives. Adolescents who are experiencing significant
academic stress should be identified as soon as possible, because treatments to minimize academic
stress are likely to influence the occurrence and severity of depression (Jayanthi, Thirunavukarasu, &
Rajkumar, 2015).
 In addition, according to Leonard, Gwadz, Ritchie (2015) Students' stressors are increasingly
recognized as having the potential to impede academic success and harm mental health. We looked at a
hitherto unstudied group of students: private/independent high school students. Overall, we discovered
that students were experiencing high levels of chronic stress as a result of their academic performance
and the college application process. Nonetheless, on-the-job stress among teenage employees is
predicted by personal and work-related demands, as well as supports. The data show that at the
program level, occupational stress changes systematically (White & McGovern, 2020). Hence, Powell
and Enright (2015) all health professionals who work with individuals who suffer from anxiety and stress
will benefit from Anxiety and Stress Management. The writers blend clinical competence with
theoretical and scholarly studies on anxiety and stress. A practical model of stress, a guide to diagnostic
classification, and alternative anxiety models are included in the book's theoretical section.
Furthermore, international college students suffer from higher levels of psychological distress than
domestic students. The effectiveness of culturally sensitive stress management methods has been
studied. A small group intervention designed to help these students cope with the stress of studying
abroad was well-received, and it resulted in considerable reductions in sadness, stress, and anxiety. (Xu,
O Brien & Chen, 2020).

Attitude. According to Allison, Davis-Berman, and Berman (2011) with regards of the long history of
youth endeavors and a developing number of members and cases of being worried about 'youth
advancement', campaigns have gotten little consideration by relaxation or potentially instructive
specialists. In addition, the root cause of all the attitudes of youth we talk about today is perhaps the
frustration of juggling between "misery" with one's decisions and submitting to individuality and
parental pressure (Vadhana, 2018). Also, Sharma, et al. (2021) stated that both men and women
responded negatively to people with disabilities. Additionally, men and women were equally sensitive to
people with disabilities. As a result, there were no gender differences in the attitudes and empathy of
adolescents toward the disabled.

SYNTHESIS

Moreover, the findings revealed that the characteristics that predicted information
disclosure and control were more similar than dissimilar between teenagers and adults. Adolescents
spent more time on Facebook than adults, which helped to moderate the connection between
disclosure and group. The association between group and information control was somewhat mediated
by self-esteem, with adults having higher self-esteem than adolescents (Christofides, Muise, &
Desmarais, 2012). Trusting the brand Facebook nowadays is not limited to the youth, as adults trust this
app and adapt what content and information they receive while using this app. However, Malik and
Nieminen (2016) stated that Younger Facebook users have a higher level of trust in the platform than
their older peers. Also, users' trust in social media sites is primarily determined by their anticipation of
effort, social influence, and perception of risk (Chang, Liu, & Shen, 2017). And it need further study to
conclude that Facebook brand trust has significant connection on youth culture.

THEORETICAL FRAMEWORK

This study is anchored to the theory of symbolic interactionism of a sociological

perspective that looks at how society is built and sustained through face-to-face, ongoing, substantial
interactions between people (Carter & Fuller, 2016). Long-term research is necessary to fully
comprehend how youth deal with constant peer interactions, how adolescents and parents cope with
intergenerational dispute, and the repercussions of these practices and conflicts (Mesch, 2012). The
concept of symbolic interactionism is demonstrated by social media, which claims that we find meaning
in a context by commenting on our own actions through the perspective of others. Meanwhile, the
media creates and disseminates symbols that serve as the foundation for our collective knowledge of
society. It means that new media patterns of social contact and communication are now being adopted
by young people. However, social media platforms give a space for young people to engage or interact
with other people, but within a structure that shapes views and opinions, which in turn develops
adolescents behavior and actions through youth culture.

In addition, this research was based on an extended theory of planned behavior that
looked into online privacy protection in Facebook users, including descriptive norms, risk, and trust
(Saeri, Ogilvie, La Macchia, Smith, & Louis, 2014). Moreover, according to Al-Debei, Al-Lozi, and
Papazafeiropoulou (2013) post-adopters' intention to continue participating in Facebook is influenced by
their attitude, subjective norm, perceived behavioural control, and perceived value. Also, participation
intention and perceived value have a considerable impact on participation behaviour. Furthermore, with
the globalization of social media platforms, questions about how regional cultural elements influence
online involvement have arisen. This study examined how cultural and religious elements shape and
constrain online social media participation using Hofstede's cultural dimensions (Stanger, Alnaghaimshi,
& Pearson, 2017). Thus, youth trusting and socializing on the social media site Facebook is critical in the
emergence of youth culture today.