{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,31]],"date-time":"2026-03-31T08:02:36Z","timestamp":1774944156659,"version":"3.50.1"},"reference-count":69,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2019,6,10]],"date-time":"2019-06-10T00:00:00Z","timestamp":1560124800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["OIR"],"published-print":{"date-parts":[[2019,6,10]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to investigate the credibility assessment and adoption of electronic word-of-mouth on online social-networking sites, social word-of-mouth (sWOM), where the author writes product reviews on Facebook and hopes their Facebook friends will buy these products. The readers of the sWOM message are aware of the author\u2019s commercial intentions. sWOM messages on search goods and experience goods are considered separately.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Author of sWOM messages invites their closed circle of Facebook friends to participate in a survey. The respondents are randomly assigned to read a product review of a search good (i.e. a laptop computer) or an experience good (i.e. a moisturizer cream (beauty product)). The partial least squares method is used to analyze the data from 339 returns (166 for the search good and 173 for the experience good).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The sWOM readers\u2019 assessments of the messages\u2019 credibility remain free from commercial influence. While the traditional factors of credibility and author-reader tie strength continue to influence the adoption of sWOM message, readers\u2019 perceptions of the sWOM author\u2019s marketing skills is also a factor. The relationships between the constructs depend on whether the products are search or experience goods.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Few studies investigate the type of sWOM considered here. Commercially influenced sWOM messages are effective since the author\u2019s marketing skills, and other often-cited factors, affect the credibility and adoption of sWOM. Thus, the equality-matching (friendship) relationship and the market-pricing (sales) relationship can work hand-in-hand in the sWOM context.<\/jats:p><\/jats:sec>","DOI":"10.1108\/oir-09-2016-0254","type":"journal-article","created":{"date-parts":[[2018,12,3]],"date-time":"2018-12-03T08:30:07Z","timestamp":1543825807000},"page":"462-480","source":"Crossref","is-referenced-by-count":21,"title":["Investigation of electronic-word-of-mouth on online social networking sites written by authors with commercial interest"],"prefix":"10.1108","volume":"43","author":[{"given":"Wee-Kheng","family":"Tan","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Bo-Yuan","family":"Lee","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"issue":"1","key":"key2020092313525238100_ref002","doi-asserted-by":"crossref","first-page":"19","DOI":"10.1080\/08853134.2013.870182","article-title":"The impact of salesperson credibility-building statements on later stages of the sales encounter","volume":"34","year":"2014","journal-title":"Journal of Personal Selling & Sales Management"},{"issue":"3","key":"key2020092313525238100_ref001","doi-asserted-by":"crossref","first-page":"291","DOI":"10.1177\/002224376700400308","article-title":"Role of product-related conversations in the diffusion of a new product","volume":"4","year":"1967","journal-title":"Journal of Marketing Research"},{"issue":"4","key":"key2020092313525238100_ref003","doi-asserted-by":"crossref","first-page":"437","DOI":"10.1177\/0047287512475217","article-title":"\u2018Do we believe in TripAdvisor?\u2019 Examining credibility perceptions and online travelers\u2019 attitude toward using user-generated content","volume":"52","year":"2013","journal-title":"Journal of Travel Research"},{"issue":"4","key":"key2020092313525238100_ref004","doi-asserted-by":"crossref","first-page":"528","DOI":"10.1016\/j.im.2015.12.002","article-title":"Determinants of negative word-of-mouth communication using social networking sites","volume":"53","year":"2016","journal-title":"Information & Management"},{"issue":"2","key":"key2020092313525238100_ref005","doi-asserted-by":"crossref","first-page":"166","DOI":"10.1177\/109467050032005","article-title":"Word-of-mouth processes within a service purchase decision context","volume":"3","year":"2000","journal-title":"Journal of Service Research"},{"issue":"2","key":"key2020092313525238100_ref006","doi-asserted-by":"crossref","first-page":"185","DOI":"10.1016\/j.jretconser.2013.09.006","article-title":"The impact of flattery: the role of negative remarks","volume":"21","year":"2014","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"4","key":"key2020092313525238100_ref007","doi-asserted-by":"crossref","first-page":"586","DOI":"10.1016\/j.jcps.2014.05.002","article-title":"Word of mouth and interpersonal communication: a review and directions for future research","volume":"24","year":"2014","journal-title":"Journal of Consumer Psychology"},{"issue":"3","key":"key2020092313525238100_ref008","doi-asserted-by":"crossref","first-page":"350","DOI":"10.1086\/209118","article-title":"Social ties and word-of-mouth referral behavior","volume":"14","year":"1987","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2020092313525238100_ref009","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1086\/209031","article-title":"The effects of product class knowledge on information search behavior","volume":"12","year":"1985","journal-title":"Journal of Consumer Research"},{"issue":"10","key":"key2020092313525238100_ref010","doi-asserted-by":"crossref","first-page":"710","DOI":"10.1016\/j.ijhcs.2010.06.001","article-title":"The impact of anonymity on weblog credibility","volume":"68","year":"2010","journal-title":"International Journal of Human-Computer Studies"},{"issue":"1","key":"key2020092313525238100_ref011","doi-asserted-by":"crossref","first-page":"461","DOI":"10.1016\/j.dss.2012.06.008","article-title":"The impact of electronic word-of-mouth communication: a literature analysis and integrative model","volume":"54","year":"2012","journal-title":"Decision Support Systems"},{"issue":"4","key":"key2020092313525238100_ref012","doi-asserted-by":"crossref","first-page":"9","DOI":"10.2753\/JEC1086-4415130402","article-title":"Credibility of electronic word-of-mouth: informational and normative determinants of online consumer recommendations","volume":"13","year":"2009","journal-title":"International Journal of Electronic Commerce"},{"key":"key2020092313525238100_ref013","unstructured":"Chin, W. 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