Forming an intention to act on recommendations given via online social networks

Matook, Sabine, Brown, Susan A. and Rolf, Johanna (2015) Forming an intention to act on recommendations given via online social networks. European Journal of Information Systems, 24 1: 76-92. doi:10.1057/ejis.2013.28

Author Matook, Sabine
Brown, Susan A.
Rolf, Johanna
Title Forming an intention to act on recommendations given via online social networks
Journal name European Journal of Information Systems   Check publisher's open access policy
ISSN 0960-085X
Publication date 2015
Year available 2013
Sub-type Article (original research)
DOI 10.1057/ejis.2013.28
Open Access Status
Volume 24
Issue 1
Start page 76
End page 92
Total pages 17
Place of publication Basingstoke, Hants, United Kingdom
Publisher Palgrave Macmillan
Collection year 2014
Language eng
Abstract Online social networks (OSN) are technology-enabled relationship tools in which a user creates a profile, connects to other individuals, and shares user-generated content with them. One of the many features OSN offer is the ability to post messages in the form of product and service recommendations. Although word-of-mouth research has examined this type of personal communication to intentionally influence consumer decisions, limited understanding exists regarding when a user acts upon a recommendation received from one of their contacts. In this study, we draw on relationship theories and research on trust to analyze the impact relationship characteristics and behaviors of the OSN contacts have on trust in the recommendation that subsequently leads a user to act on this OSN contact’s recommendation. The results of a survey of 116 OSN users showed that closeness, excessive posting behavior, and past recommendation experience have a positive impact on trust and intention to act on the recommendation. One characteristic of the relationships, that is, similarity, however, does not affect recommendation trust in the context of OSN. The findings enhance our understanding of relationships and their defining characteristics in OSN. The results also provide insights into how companies might leverage OSN in their marketing efforts.
Keyword Online social network
Personal relationship
Past experience
Posting behavior
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online: 15 October 2013.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
UQ Business School Publications
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Created: Thu, 19 Sep 2013, 05:58:12 EST by Dr Sabine Matook on behalf of UQ Business School