Abstract
Social network sites (SNSs) is becoming a credible source of online information. Despite the increasing use of social networks in message persuasion literature, there is still a need for investigating the role it can play in users’ adoption of online information and its impact on users' sharing behavioral intention of this online information. This research utilizes the peripheral route in elaboration likelihood model to investigate the impact of source credibility on engagement in SNSs and on e-WOM adoption, the impact of engagement in SNSs and recommendation rating on e-WOM adoption, and the impact of e-WOM adoption on sharing behavioral intention.The findings suggest that factors, that are not directly related to the online message content, like source credibility, recommendation rating, and online users' engagement in SNSs groups, positively impact online information adoption by SNSs users, and their sharing behavioral intention of this online information. The study is finally concluded by suggesting the theoretical implications, and by providing strategies for firms to adjust their online activities in order to succeed in improving their customers’ engagement, and their customers' adopting of these firms' products and services’ information.
Highlights
Previous studies show that word of mouth (WOM) communication, where customers exchange infor mation about products and services, significantly affects decisions to adopt these shared information and experiences (Harrison-Walker, 2001)
Engagement in SNSs groups brings more reasons for these group members to adopt electronic WOM (e-WOM) published in these groups
Our results were consistent with prior research that found that users describe systems, which are perceived by them as engaging, as attractive systems (Mayes, 1992), and systems that encourage users to finish their activities (Laurel, 1991)
Summary
Previous studies show that word of mouth (WOM) communication, where customers exchange infor mation about products and services, significantly affects decisions to adopt these shared information and experiences (Harrison-Walker, 2001). SNSs have transformed traditional WOM into electronic WOM (e-WOM). E-WOM defined as information (experiences and opinions) sharing via online platforms such as web sites, social networks, instant messages, news feeds, and other platforms (Lee & Youn, 2009). Comparing to traditional WOM, e-WOM has the potential to be spread into a wider audience. Prior research has found that e-WOM can significantly affect customers’ attitude toward online products and services (Li and Hitt, 2008; Chevalier and Mayzlin, 2006; Cheung, Luo, Sia, and Chen, 2009; Park and Lee, 2008). Most travelers read online information about their travel experiences (Nielsen, 2008), especially that information published by other travelers who had similar travel experiences before
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