The strength of no tie relationship in an online recommendation : Focused on interactional effects of valence, tie strength, and type of service

Purpose – This paper aims to investigate whether the interactional effects of recommendation valence, tie strength and service type produce different effects on attitude and buying intention in a social networking context. Design/methodology/approach – A 2 × 3 × 3 between-subject experiment was carried out, involving 616 participants, and MANOVA was used to test hypotheses. Findings – The interactions of valence by tie strength and valence by service type affect attitude, but not intention. The review valence × tie strength × service type interaction influences both attitude and intention, and its effect on intention is fully mediated by attitude. Research limitations/implications – Negative recommendations for credence and experiential services communicated by individuals with no-tie relationships have a strong negative effect on attitude. However, positive recommendations from strong and weak ties for search and experience services are more influential than recommendations from no ties for credence services. Originality/value – The results are explained by using cue sufficiency theory, which suggests that a single extreme cue serves as a defining feature.