Product recommendation in online social networking communities: An empirical study of antecedents and a mediator

Intention to facilitate individual voluntary product recommendation in online social networking communities has attracted increased attention. However, it is not obvious why individuals recommend products in a community composed of non-transactional users. What are the critical factors influencing such a behavior? To attempt to provide insights into the product recommendation behavior in online social networking communities, we develop a model to investigate the effects of community atmospheric cues on affective social distance and subsequent product recommendations based on the stimulus-organism-response paradigm. By analyzing the results of a survey using a questionnaire, we found that community reciprocity and community receptivity have a direct influence on product recommendation, while community atmospheric cues have an indirect influence through affective social distance. Theoretical and managerial implications are discussed.