Samenvatting

In order to advance our understanding of digital drug markets on social media, this article examines the trustworthiness of cocaine dealers on Telegram Messenger. Based on an exploratory netnography, we illustrate that digital dealers on Telegram Messenger use a number of sales tactics to attract potential customers, emphasizing the quality of the goods and service and (competitive) pricing strategies. These sales tactics include various signals that seem intended to appear as trustworthy as possible to potential customers. Seen from the perspective of signaling theory, our study highlights the ambiguity of these signals that, depending on the online observer, could both signal trustworthiness and untrustworthiness.