Electronic word-of-mouth on social networking sites: Cue validity and cue utilization perspectives

This study explores how people evaluate and adopt electronic word-of-mouth (eWOM) information on social networking sites (SNSs). Applying the logic of the Brunswikian lens model, we develop a framework suggesting that mechanisms of cue utilization (consistency-checking and knowledge-based validation) validate the cues of identity claims (argument strength and perceived expertise) and behavioural residues (graphics, external links, recommendation ratings, and framing of wall postings) in order to judge the perceived credibility of eWOM messages and, consequently, to adopt the suggestion of eWOM messages on SNSs. The research model was empirically evaluated based on web survey results from 445 Facebook users. Results indicate that the cues of identity claims and behavioural residues contribute to perceived credibility of eWOM through two mechanisms of cue utilization. Implications for theory and practice are provided.