From likes to love: trust catalysing the digital romantic journey

Abstract

Purpose

The behavioural changes embraced by the current generation has prompted researchers to revisit the paradigm of human relationships, especially romantic liaisons. The present study revisits the construct of romantic relationships steered by social media platforms, through the dimensions of self-disclosure, social intimacy and trust. The role of trust as a mediator to determine the success of online dating is also explored in this study.

Design/methodology/approach

The study uses the data collected from 225 respondents (86 females and 139 males) in the age group of 18 to 30 years. The respondents were asked to fill a questionnaire (provided they fulfilled the necessary conditions and expressed their consent to be a participant in this study).

Findings

The study validates that the extent of self-disclosure propels the degree of social intimacy. The results also confirm a significant partial mediation effect of trust on the relationship between social intimacy and the success of online dating. Thus, practitioners need to keep in mind that the probability of online dating success is higher when individuals disclose more and engage in an intimate relationship driven by trust.

Research limitations/implications

The study sample is restricted to young adults ranging from 18 to 30 years, based on the author’s convenience. The study was restricted to three most popular social media platforms in India where disclosure is limited to private timelines or messages. Another limitation of this study is that a multi-variate model of analysis could not be used due to the lack of parallel variables. Further studies can also compare online versus offline dating behaviour and determinants that influence the romantic relationship between two partners.

Practical implications

The new perspective could be to ascertain specific built-in mechanisms providers should develop to ensure that the new generation benefits from new technology rather than falling victim to its toxins.

Social implications

The study re-establishes the importance of the role of trust in any romantic relationship – may it be online or the more traditional, offline or face-to-face mode.

Originality/value

The study delves into the domain of existing romantic relationships established through the modernistic viewpoint of online social media platforms. The findings bring a fresh perspective on the dynamics of online romantic relationships through the mélange of self-disclosure, social intimacy and trust. Previous literature suggests that trust is dependent on self-disclosure, which is in contrast with the results of the current study. The present study corroborates that trust leads to the success of online dating.

Citation

Nayar, B. and Koul, S. (2021), "From likes to love: trust catalysing the digital romantic journey", Global Knowledge, Memory and Communication, Vol. 70 No. 1/2, pp. 173-186. https://doi.org/10.1108/GKMC-01-2020-0002