Purpose – The purpose of this paper is to investigate how source, network, relationship, and message/content factors affect how consumers respond to a word‐of‐mouth (WOM) communication in an online social network. Design/methodology/approach – Hypotheses were addressed using two online...

Purpose – The purpose of this paper is to test the effectiveness of the mere integration of social network applications to provide a signal concerning the “trustworthiness” of an unfamiliar e‐vendor in order to enhance subsequent purchase intentions. Design/methodology/approach – To...