ABSTRACT
Social media is a group of internet-based applications that allow the creation and exchange of user-generated content. Enterprises use social media widely to communicate with stakeholders, offer better customer service, promote their activities, make themselves visible, and build loyalty and trust. The lack of digital trust is a barrier to ICT usage increase. Security issues discourage consumers from, among other things, communicating with enterprises via social media. The authors connected the data measuring ICT trust, security, and privacy at the country level to the usage of social media in enterprises based on Eurostat data. The multivariate statistical analysis was used to evaluate the level of digital trust among European countries. The authors computed the Spearman correlation coefficient between the synthetic measure of digital trust (based on the TOPSIS method) and social media usage in enterprises by type. The question asked in the chapter is whether the lack of digital trust caused by a security-related problem correlates to the usage of social media by enterprises. The results show that in less developed countries enterprises do not use social media widely and users do not fully recognize security-related problems.
