ABSTRACT
Social media have recently become very popular means of communication. These technologies facilitate the sharing of ideas, thoughts, and information by building virtual networks and communities. They play a major role in private life, but also in business. Today, companies are entering the stage of digital transformation very intensively, so digital trust is becoming extremely important. Trust is the basis of our relationships. Customers must have confidence in e-commerce platforms, and they must be sure that when they select a digital image of a product, they will receive what they order. Digital trust will directly translate into economic growth. The crisis caused by the COVID-19 pandemic has been a period of change for the whole of society, and has led to the need to adapt to many new situations. It has also been a time of increased use of social media. The chapter aims to explore building digital trust in social media during the crisis. It first discusses the concept of trust and social media, then presents the issue of building digital trust in social media, taking into account the conditions of the crisis, based on research conducted in Poland and Ukraine.
