E-WOM Adoption and Sharing Behavior in Social Network Sites: The Impact of Engagement in SNSs

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.