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.
Tan, EeXion; Teh, Pei-Lee; and Ahmed, Pervaiz K., "Understanding Trust Transference Among Social Nerwork Friends In Social Commerce" (2016). ICEB 2016 Proceedings. 6.