Determining Consumer Engagement in Word-of-Mouth: Trust and Network Ties in a Social Commerce Setting

  • Patrick MikalefEmail author
  • Ilias O. Pappas
  • Michail N. Giannakos
  • Kshitij Sharma
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10595)


Prompted by the popularity of social commerce in the past few years, this study seeks to examine how online reviews influence consumer’s tendency to engage in word-of-mouth (WOM). We investigate how different aspects pertinent to online reviews affect consumers trust, and how that in turn induces WOM passing and WOM giving. The moderating influence of network ties is studied in the trust to WOM relationship. Building on survey-based study design with a sample of 385 social commerce consumers, we that specific aspects induce a sense of trust towards vendors. In turn, our study demonstrates that trust positively influences WOM passing and WOM giving and this relationship is amplified in conditions of strong network ties. We conclude the paper summarizing the findings and drawing theoretical and practical implications that arise.


Social commerce Survey study Online reviews Trust Word-of-Mouth Network ties 


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Copyright information

© IFIP International Federation for Information Processing 2017

Authors and Affiliations

  • Patrick Mikalef
    • 1
    Email author
  • Ilias O. Pappas
    • 1
  • Michail N. Giannakos
    • 1
  • Kshitij Sharma
    • 2
  1. 1.Department of Computer ScienceNorwegian University of Science and TechnologyTrondheimNorway
  2. 2.CHILI LabEPFLLausanneSwitzerland

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