Source–Target Relationship and Information Specificity

Abstract

Other-generated information about specific targets available online reduces third parties’ uncertainty of strangers. Yet only information perceived as credible can shape their impressions. This study examines how impressions form after exposure to online recommendations, a type of other-generated information via LinkedIn, through credibility assessment of these recommendations. The source–target relationship and recommendation specificity were manipulated in a 2 × 2 between-subjects experiment ( N = 213). Main effects for both independent variables were found. Perceived manipulation likelihood and perceived credibility of recommendation mediated the impact of the source–target relationship on impressions. Additionally, perceived familiarity with the target and perceived credibility of recommendation mediated the impact of recommendation specificity on impressions. This study extends warranting theory and highlights the impact of new communication technology on credibility assessment of online information and impression formation.