The digital transformation led by internet and social media changed both the rules of trusting and also the way they are applied within social relationships and e-commerce exchanges. The article presents the empirical analysis of self-help websites that help people who were scammed. The descriptions of how trust were obtained and then betrayed by fraudsters show the building process of trust and its mechanisms. Research results show that expertise and friendliness were crucial in this process, but also the use of online platforms well known by users.
Keywords: Performance, trust, fraud, e-commerce, identity, performance, self-help.
Simone Carlo, Silvia De Simone, Elisabetta Locatelli, Nicoletta Vittadini, Building trust in the web 2.0. The case of online frauds in "SOCIOLOGIA DELLA COMUNICAZIONE " 51/2016, pp. 64-82, DOI:10.3280/SC2016-051005