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This study aims to examine the trust transference among social network friends in social commerce through a randomized experimental design. A total of 558 respondents participated in the experimental study. The findings of this study suggest that trust propagates from one to another in a transitive network path structure (i.e. between a direct-friend relationship, to one of friend-of-friend, friend-of-friend-of-friend or virtual friend relationship) in the social commerce context. Trust is also positively transfers between strong-tie friends when it is examined in the context of message framing with positive and negative attributes.