Trust and New Technologies
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Trust and New Technologies

Marketing and Management on the Internet and Mobile Media

Edited by Teemu Kautonen and Heikki Karjaluoto

Trust and New Technologies presents versatile new research that illustrates the different roles that trust plays in the marketing and management of new technologies.
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Chapter 11: Interpersonal Trust and Mobile Communication: A Social Network Approach

Tom Erik Julsrud and John W. Bakke


Tom Erik Julsrud and John W. Bakke INTRODUCTION Mobile communication technologies, such as mobile phones, Personal Digital Assistants (PDAs) and handheld computers, have during the last decade been widely adopted by private users as well as by business professionals. For many European countries the average penetration rate for mobile phones has reached, and even surpassed, 100 per cent, indicating that the large majority of inhabitants have access to mobile speech communication, as well as the exchange of text messages (SMS) (ITU, 2006). For the increasing number of people who have access to broadband mobile networks, more advanced services are accessible, such as multimedia messages, email services and mobile video-conferences. The high availability of basic mobile communication technologies and services has created a new situation for regular users, with almost immediate access to friends, families and colleagues whenever needed. The norms for how social relations should be supported by mediated communication have changed, and there are several indicators of new and innovative ways of using communication technologies to support individual and group-based social networks (Katz and Aakhus, 2002; Katz and Rice, 2002; Ling, 2004). Some researchers have called the emerging situation a ‘connected presence’ (Licoppe and Smoreda, 2004), or a situation of ‘perpetual contact’ (Katz and Aakhus, 2002), indicating how mobile technology has created an opportunity to be always in touch with the important relations in your private life or at work. This motivates the emergence of new criteria for how social relations are established, sustained and terminated: new norms and...

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