Towards the Development of a Citizens’ Trust

Model in Using Social Media for e-Government

Services: The Context of Pakistan

Sohrab Khan ✉ , Nor Zairah Ab. Rahim, and Nurazean Maarop

( )

Advanced Informatics School, Universiti Teknologi Malaysia, 541000 Kuala Lumpur, Malaysia
skhan2@live.utm.my, {nzairah,nurazean.kl}@utm.my

Abstract. The recent evolvements in social media attracted governments around

the world to utilize its benefits for providing e-government services and rebuild
their relationship with citizens’ through participation and engagement. However,
lack of citizens’ trust is still a serious concern that discourages them to participate
in these services. Majority of previous studies on relationship with people and
government were conducted on e-government websites. Very few studies have
attempted to investigate citizens’ trust factors in context of using social media for
e-government services particularly in a developing country like Pakistan. There‐
fore, this study is designed to bridge this gap by identifying such factors and
propose a model from multiple perspectives of citizens trust. The proposed model
will assist government organizations in understanding factors that may influence
citizens trust to participate in social media for e-government services.

Keywords: Antecedents of trust · Government social media · e-Government

Trust factors

1 Introduction

In recent years the development of e-government services has migrated from static
websites to social media [1]. Social media is defined by Harris and Rea [2] as “the
perceived second generation of web development and design which facilitates secure
online communication, information sharing, interoperability and collaboration on world
wide web”. Unlike static government websites based on one-way interaction, social
media provides more interactive features for citizens’ to understand e-government and
serves as a two-way dialogue channel between government and public [1]. Social media
enables users to generate their content and share up-to-date information in real time
environment. Government organizations need to wait for citizens to visit their e-govern‐
ment websites. On the contrary using social media sites can allow government organi‐
zations to reach closer to their citizens. Government organizations around the world
have started using social media to rebuild their relationship with citizens’ and increase
their level of engagement and participation. Social media is easily accessible and very
cheap to afford now days. This is particularly important in developing countries that do
not have a dedicated online portal for public consultation [3, 4]. According to the latest

© Springer Nature Switzerland AG 2019

F. Saeed et al. (Eds.): IRICT 2018, AISC 843, pp. 1002–1012, 2019.
https://doi.org/10.1007/978-3-319-99007-1_93
 Towards the Development of a Citizens’ Trust Model 1003

survey of United Nations, 152 out of 193 UN countries (four out of five) offer social
networking features on their national portals [4]. Government organizations use social
media for various functions but not limited to communicating current events, disaster
and disease alerts, weather reporting, disseminating awareness about various govern‐
ment jobs, education, tourism, law enforcement, political campaigns etc. [3, 5].
However, despite of having the popularity of social media among governments, its
acceptance among citizens’ is still a serious issue [6]. The efforts of government organ‐
izations and potential value of social media cannot be displayed without addressing
citizens trust to use these services [1, 3].
Trust is a major concern that develops citizens willingness to participate with
government and use its electronic services. Previous studies have confirmed the
significant role of trust in citizens’ adoption of e-government service [6, 7].
According to Al-Khouri [8] developing trust is the most important parameter to
promote citizens’ participation in e-government services. However, there is limited
prior focus on how to generate citizens’ trust to increase their level of participation
in these services [7]. Previous studies have not paid much attention in context of
using social media as a technology for e-government services, especially in a devel‐
oping country like Pakistan. Though a few studies have highlighted the significance
of trust as an essential determinant for citizen-government engagement through
social media [3, 9]. However, there is lack of thorough investigation to identify the
factors that can generate citizens’ trust in context of using social media for e-govern‐
ment services. This paper fills this gap and examines citizens’ trust factors from
multiple perspectives. A model will be proposed to identify those factors that may
impact citizens’ trust to use social media for e-government services. The identifica‐
tion of these factors will assist government organizations in understanding citizens’
trust aspects to use these services. This will help to strengthen collaboration and
engagement of government organizations with citizen’s in a more transparent and
cost-effective way.

2 Methodology

An extensive literature review was conducted through several databases including

Scopus, IEEE, ACM, Science Direct, Springer link, Taylors and Francis and Google
Scholar. Several keywords were chosen to identify relevant set of articles to meet the
objectives of this study. Such as “antecedents of trust”, “citizens trust”, “e-government
factors”, “government social media” etc. The keywords were also linked together using
logical AND. In addition, a detailed analysis of materials from journals, conference
proceedings and book chapters were carried out to gather results for this study.

3 Factors Influencing Citizens’ Trust

This section discusses different concepts of trust and related studies for establishing the
background and context of this paper.
1004 S. Khan et al.

3.1 e-Government in Pakistan

The very first web portal of the Government of Pakistan was launched in 2005 by the
Electronic Government Directorate (EGD) of the Ministry of Science and Technology.
E-government Directorate (EGD) of Pakistan was set up as a unit within the ministry of
IT to focus specifically on e-government. The goals of government are to increase trans‐
parency and accountability in decision making and to enhance delivery of public services
to the citizens efficiently and cost effectively [10]. Like any other developing country
Pakistan is also facing a lot of challenges to implement e-government projects in the
country [10]. According to the latest survey by United Nation in 2016 Pakistan was
ranked at 159th position with very low E-government development index (EGDI) and
E-participation index, which was even below than the average in Asian countries. This
indicates that citizens’ usage of government portals for e-government services is posi‐
tioned at a very low level in the country. According to Susanto and Aljoza [11] citizens’
in developing countries who are used to dealing with poor public services need to trust
on government online services before they decide to use the services. Haider, Shuwen
[12] stressed that e-government services are likely to be adopted in Pakistan with having
social media presence. The usage of social media has increased rapidly in Pakistan since
the introduction of high speed internet and mobile broadband (3G and 4G) in 2014 [13].
A significant majority of Pakistani citizens’ who use the internet are using social media
websites such as Facebook, Twitter, etc. In recent years government organizations in
Pakistan have also realized the importance of maintaining a social media presence to
reach to their people. In Pakistan, Federal and Provincial governments, regulatory
authorities, military public relations and political parties use social media to deliver
messages and get feedback [13]. The official social media presence in all government
ministries is increasing and most of them have social media links on their official portals.
However, these efforts of government organizations to utilize the benefits of social media
strongly depends on citizens’ trust to participate in these services. Citizens’ need to trust
on these services before they decide to use them [11]. Therefore, this draws our attention
to study and understand the citizens’ trust in using social media for e-government serv‐
ices in context of Pakistan.

3.2 Antecedents of Trust in e-Government Services

Trust is a very rich concept that covers a wide range of relationships with a variety of
objects. Trust has been defined as the willingness of one party to depends on unfamiliar
party where the trustor does not have credible meaningful information or bonds with
trusted party [14]. There are two targets trust in online services. The entity providing
services and the mechanism through which service is provided. Therefore, it’s important
that characteristics of both vendor and the supporting technological platform should be
considered before using any service [15]. The literature shows that majority of previous
studies have addressed technical aspect of technology and government factors as impor‐
tant antecedents of trust in e-government services [7]. Some previous studies have also
reflected perceived risk as an important factor influencing trust, along with technical and
government factors [7, 16]. Though citizen aspect was also discussed by some
 Towards the Development of a Citizens’ Trust Model 1005

researchers but has not been addressed thoroughly with other trust factors in context of
e-government services [7]. There are very few studies that have also used multidimen‐
sional approach to highlight factors influencing trust. For example, Beldad, Geest [17]
categorized trust in online environment into three dimensions: which are Internet user
based, Organization based and Web based determinants of trust in online Environment.
Similarly, Alzahrani, Al-Karaghouli [7] added four factors in their framework to identify
antecedents of citizens trust in e-government services, which are technology, govern‐
ment agencies, perceived risk and citizens’ characteristics. However, those studies were
limited on e-government websites using general technological characteristics of internet.
Social media involves a variety of information from various sources and is likely to be
more sensitive and risky than e-government websites. Although being a relatively new
approach of e-government practice, there is some prior research on social media in
government [18]. Trust has been highlighted as a significant contributor on citizens
intention to use social media for communicating with government organizations. For
example ALotaibi, Ramachandran [9] mentioned public trust as an important dimension
of government-public relationship in using government social media services. Similarly,
Park, Kang [3] also emphasized that building citizen’s trust is very critical in commu‐
nication of government organizations through social media. Table 1 shows antecedents
of trust discussed in previous studies from multiple perspectives including technology,
risk, government and citizens factors.

Table 1. Multiple antecedents of trust

Trust factors References
Technology [11, 19, 20]
Technology + risk [21, 22]
Technology + government [6, 9, 23, 24]
Technology + government + risk [16]
Technology + government + citizens [15, 17, 25]
Technology + government + citizens + risk [7, 26]

The literature reflects that that focus of majority of previous studies was only on
technological and government factors with a very little attention on other aspects of
citizen’s trust. In addition, the factors were selected randomly without any proper cate‐
gorization in most of the previous studies. Though few studies used multiple perspec‐
tives of trust, but their research was limited on e- government websites. There are very
few studies in context of citizens trust to use social media for government services.
Therefore, this can be argued that there is a missing gap of research to examine antece‐
dents of citizen’s trust from multiple perspectives in context of using social media for
e-government services.

3.3 Important Causal Relationships and Constructs

The most important constructs and their relationship has been identified from literature
and illustrated in Table 2. This table shows the most studied significant causal
1006 S. Khan et al.

relationship, the corresponding studies or sources and total number of occurrence of

causal relationship. The causal relationship is used to develop the research model of this
study. Table 2 reflects multiple constructs and their relationships that have been found
significant and validated in previous studies. Based upon the number of significantly
tested occurrences of the causal relationships, a model is proposed that identifies ante‐
cedents of trust in government social media services and shows the influence of citizen’s
trust towards their intention to participate in social media for e-government services.

Table 2. Causal relationship.

Causal relationship Validated studies Total occurrence
DTT ⟶ Trust [15, 25, 27, 28] 04
ABL ⟶ Trust [14, 29–31] 04
BEN ⟶ Trust [14, 29–31] 04
ITG ⟶ Trust [14, 29–31] 04
PR ⟶ Trust [16, 22, 26, 27, 32, 33] 06
SR ⟶ Trust [16, 22, 26, 32, 33] 05
PEOU ⟶ Trust [25, 32, 34–36] 05
SA ⟶ Trust [14, 35, 37] 03
Trust ⟶ INT [6, 7, 11, 15, 25, 30, 35] 07
IQ ⟶ Trust [6, 16, 20, 26, 32] 05
PEOU ⟶ INT [10, 24, 26, 28, 38, 39] 06
Trust ⟶ PU [21, 34, 35, 39, 40] 05
PEOU ⟶ PU [21, 28, 34, 35, 39] 05
PU ⟶ INT [21, 26, 28, 34, 35, 39, 40] 07
UA ⟶ Trust [41, 42] 02
Disposition to Trust (DTT), Ability (ABL), Benevolence (BEN), Integrity (ITG), Intention to use
(INT), Security risk (SR), Privacy risk (PR), Perceived Ease of use (PEOU), Perceived Usefulness
(PU), Structural assurances (SA), Uncertainty Avoidance (UA) and Information quality (IQ).

4 Proposed Model

An integrated model has been developed to provide a holistic view of influential factors
on citizen’s trust leading towards their intention to participate in government social
media services as illustrated in Fig. 1. The theoretical foundation of this model is based
on two streams of literature: i.e. TAM (Technology acceptance model) and the relevant
literature on multiple trust aspects. The connections between trust and TAM has been
validated in majority of previous literature showing a significant relationship of PEOU
(perceived ease of use) and PU (perceived usefulness) with trust in online environment
[34, 35]. This paper contributes in identifying antecedents of trust in context of using
social media for e-government services where there is hardly any thorough model avail‐
able in previous research. Furthermore, this paper also adds a factor of culture as ante‐
cedent of trust which must not be ignored to ensure the success of an e-government
initiative [9]. The model illustrated in Fig. 1 provides a comprehensive understanding
of citizen’s trust factors from multiple trust perspectives including individual
 Towards the Development of a Citizens’ Trust Model 1007

characteristics, government factors, risk factors, culture and social media characteristics.
These perspectives are discussed as under:

Individual Characteristics
H1
Disposition to Trust

Government Factors
H2
Ability

Benevolence
H3
Integrity
H4

Risk Factors
H5
Privacy risk
Trust in Government H 14
H6
Security risk Social media services

H7
Culture Intention to participate
H 13
Uncertainty avoidance
H8
Perceived Usefulness H 15
Social media Characteristics
H9
Structural Assurances
H 11

Information Quality H 10

H 12
Perceived ease of use

Fig. 1. Research model

4.1 Individual Characteristics

Citizens’ characteristics influence their perception to trust on other parties. Previous

studies have highlighted disposition to trust as a significant factor that can influence
citizen’s behavior to trust in e-government services [15, 25, 27]. Disposition to trust
refers to a tendency to be willing to depend on others [14]. Some people display a greater
disposition to trust on anything, anybody or a technology. They are more likely to trust
in online government services despite of their limited information on these services.
However, people with low disposition of trust generally require more information about
something before deciding to trust on them [7, 17]. Using social media for government
services is still in initial stages of development. Therefore, disposition to trust could be
an important determinant of trust in using these services.
1008 S. Khan et al.

4.2 Government Factors

Citizen-Government relationship plays an important role in developing trust towards
government services. Trust in government is a significant factor that may impact citi‐
zens’ behavior to use government services [15, 26]. Previous studies have viewed trust
in three dimensions: Ability, integrity and benevolence [14, 31]. Ability represents the
organizational capability/competency of government to implement e-government serv‐
ices, Benevolence is about having the belief that government is taking care of the services
in the best interest of citizens’ and Integrity represents government organizations
honesty and their promises with citizens [14]. Previous studies have reflected Ability,
Benevolence and Integrity as significant attributes of trustworthiness in different situa‐
tions [14, 29, 30] and thus are also considered in context of this paper.

4.3 Risk Factors

Risk is an important determinant that can negatively influence citizens’ behavior to trust
in online government services [10]. In context of e-government, the technological risks
such as privacy and security have been identified as the most significant factors influ‐
encing citizens’ trust towards adoption of these services [7, 26]. Therefore, this paper
also considers security and privacy as antecedents of citizens’ trust in using social media
for e-government services.

4.4 Culture

It is believed that citizens’ behavior can be explained through culture. Difference in

culture may influence the way how trust can be developed [42]. According to Doney,
Cannon [41] there is a strong relationship between culture and trust. Similarly Gefen
and Heart [43] examined trust building processes in two different cultures and found
that culture has a significant effect on citizens’ intention to trust in context of e-
commerce. Uncertainty avoidance as one of Hofstede [44] five cultural dimensions has
been examined in a number of IS studies and found to have a significant influence on
citizens’ trust behavior [42]. Uncertainty avoidance refers to the level of risk tolerated
by individuals when they are in uncertain situations [45]. According to Hofstede, the
level of uncertainty avoidance in Pakistan shows high preference for avoiding uncer‐
tainty. He argued that people from such high uncertainty avoidance culture have lower
uncertainty tolerance and higher structural needs (i.e., rules and regulations) than people
from low uncertainty avoidance culture. Given that using social media for e-government
services is a new emerging technology so there might be a degree of uncertainty among
citizens to use these services. Therefore, this paper considers examining the relationship
of uncertainty avoidance towards citizens’ trust in using government social media serv‐
ices.
 Towards the Development of a Citizens’ Trust Model 1009

4.5 Social Media Characteristics

In literature, several factors have been identified as important parameters to investigate
citizens’ level of confidence to use a technology to interact with government organiza‐
tions. Structural assurances is an institutional based trust that develops confidence of
users to believe that there are policies and mechanism in place to keep their information
safe from unauthorized access [14]. Doney, Cannon [41] argued that structural assur‐
ances play a significant role in building citizens’ trust. This makes them to believe that
organizations have no intention be act defectively. Similarly, Information quality is an
essential determinant to generate trust and has been validated by researchers in using e-
government services [16]. The credible exchanges of information between citizens’ and
government organizations on social media can generate their trust to use these services
and thus has been considered in this paper. Majority of previous studies have used
Technology Acceptance Model (TAM) and have supported a significant relationship of
perceived ease of use and usefulness with trust in e-government services. Therefore, this
paper also considers the significance of these technological factors in using social media
as a technology in e-government services.

5 Discussion

This paper proposes an integrated model of citizens’ trust in context of using social
media for e-government services. This model contributes to provide a multidimensional
perspective of citizens’ trust including individual characteristics, government factors,
risk factors, culture and social media characteristics. There is hardly any previous thor‐
ough model available in this context. In addition, this model also includes a very impor‐
tant dimension of culture to determine its relationship with citizens’ trust towards
government social media services.
There are several research and practical implications of this study. This paper fills
the research gap due to lack of studies in context of using social media for e-government
services. Further the proposed model is intended to be empirically examined in Pakistan.
Being a developing country where the citizens’ participation with government is at a
very low level, government organizations are required to introduce the concept of using
social media for government services and encourage citizens to use these services. The
results can assist them to gain citizens trust and increase their participation in govern‐
ment social media services. Though the scope of this study is limited in Pakistan, but
we believe with confidence that the results can be further enhanced and generalized in
other contexts as well.

6 Conclusion

While majority of previous studies in relationship of trust between people and govern‐
ment were conducted on e-government websites, this paper presents multiple antece‐
dents of citizens’ trust in context of using social media for e-government services. The
constructs were extracted based on their causal relationships that were empirically
1010 S. Khan et al.

validated in multiple contexts in previous studies. This paper is an attempt to fill the
literature gap due to lack of studies in context of using social media for government
services especially in a developing country like Pakistan. The proposed model can be
used by both researchers and practitioners to analyze and suggest recommendation to
enhance citizens’ trust in using government social media services.

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