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文献综述Social recommendation is the term used to characterize the exchange of product information between consumers. The form of social recommendations can differ from oral to written, and usually do not have any commercial interests. One of main reason of people resort to social recommendations is when they are looking for information about brands, products, services, and organizations, and further they use it as an important source of information in decision-making process of purchasing (Smith et al., 2005) [49]. Despite the fact that the information created by advertiser can influence consumers and create interest in products, social recommendations are the most dominant source of data affecting consumers' purchase intention of new products (Gilly, 1998) [18]. The superior influence of social recommendations on consumers' intentions and actions is also proved in the study conducted by East et al. (2008) and Herr et al. (1991) where demonstrated the effectiveness of social recommendations compared to traditional mass media and advertising [14], [24].In the process of social recommendations interchange, there are two agents, producer and receiver. Social recommendations producers have a role of information transmitters who provide information to their peers and influence their thoughts and purchasing decision (Watts and Dodds, 2007) [53]. The degree of this recommendation accepted by the receiver is influenced depending on different factors, for example, tie strength and trust. In light of a review of past research on influence of social recommendations on consumers purchasing intention, this chapter aims to investigate how social recommendations influence consumers purchasing intention and what are the factors of influence.Day by day, number of consumers mostly relying on online social recommendation produced by current consumers to choose alternatives for future purchases of products is increasing. Charlene Li (2013), a key expert at Forrester studies, expressed the view that "The greater you recognize and realize the folks who make up the grounds well around your image and your organization, the extra you may make use of the brand new word of mouth on your good fortune" [8]. Social networking websites are an enhancing platform for social recommendations, as social media users can interchange information about organizations, services or products.An ample of research highlights the impact of social recommendations on future consumers shopping decisions. As it was already stated, the reason of searching social recommendations by future costumers is obtaining some information about interested brands, products, services and organizations. It means that social recommendations are recognized as an important source of information for consumers (Smith et al., 2005) [49]. East et al. (2008) says that social recommendations have more impact than traditional media in consumer attitudes [14]. Moreover, Gilly (1998) states that although marketers' information and commercial sources play an important role in developing consumer interest in products, social recommendations are the most powerful source of evidence affecting consumers' purchasing decisions [18]. Another evidence can be seen in the research conducted by Herr et al. (1991) that shows that the impact of social recommendations on consumer choice is greater than print, television and radio advertising [24].In research conducted on social recommendation and its impact highlights the importance of understanding the effect of social recommendations on consumers. To use social recommendation effectively, sellers have to understand reason of producing recommendation on online platforms and its impact on receiver. By understanding consumers social recommendations behavior in social networking web sites, sellers will effectively use advertising tools on social media (Chu combination of the amount of time, the emotional intensity, the intimacy (mutual confiding), and the reciprocal services that characterize the tie (Granovetter, 1973) [22]. Tie strength has been found to be one of the most significant factors explaining the influence of social recommendation exchange. For instance, Brown and Reingen (1987) showed that strong-tie sources were perceived as more influential than weak-tie sources [5]. However, their conclusions were based on retrospective data collected exclusively from successful referrals, which may have limited the scope of their results.Rogers (1962) argues that strong-tie sources are perceived as more credible and trustworthy than weak-tie sources, in line with Coleman (1990) who suggests that tie strength can operate through trust [45], [7]. One of the facets of trust is the fiduciary obligation that is created between the actors (Barber, 1983), i.e. their duty and their motives to place the interest of others before their own (Luhmann, 2000, p.94) [1], [36]. Notice that, to exert any influence, the importance of trust presupposes that a situation of risk exists. Without risk, trust would play no role in the recipients' decision- making process (Luhman, 2000) [36]. In line with Sahlins's (1972) social exchange theory, Frenzen and Nakamoto (1993) showed that strong ties were likely to transmit information of higher economic value than weak ties [46], [17]. In a viral marketing context, social recommendation from a close friend are more likely to be trusted sources, while social recommendation written by strangers or remote acquaintances will be anticipated as containing potentially less valuable or more suspicious information, and hence more likely to remain unconsidered. Therefore, the literature suggests that tie strength will positively influence the likelihood of awareness. The viral marketing concept and these examples suggest that marketers can leverage the power of interpersonal networks to promote a product or service. The concept assumes that electronic, peer-to-peer communications are an effective means to transform (electronic) communication networks into influence networks, capturing recipients' attention, triggering interest, and eventually leading to adoption or sales. Yet it is difficult to identify substantial evidence to support these assumptions or to explain why and how social recommendation influences. To better understand why and how social recommendation can be effective, we must understand its pass-along process and its underlying mechanisms of influence.References:1. Barber B., The logic and limits of trust, [C] New Brunswick: Rutgers University Press, 1983.2. Bettman, J. 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Chen, J., Zhang, C. and Xu, Y., The role of mutual trust in building members' loyalty to a C2C platform provider, [J] Journal of Electronic Commerce, 2009;14(1), 147171.11. Chu, S. C. and Kim, Y., Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites, [J] Journal of Advertising, 2011;30(1), 47-75.12. Dellarocas, Chrysanthos, The Digitization of Word-of-Mouth: Promise and Challenge of Online Feedback Mechanisms, [J] Journal of Management Science, 2003;49(10), 1407-1424.13. Doney, P. M., Cannon, J. P., Mullen, M. R., Understanding the influence of national culture on the development of trust, [D] Academy of Management Review, 1998;23(3), 601620.14. East, Robert, Kathy Hammond and Wendy Lomax, Measuring the Impact of Positive and Negative Word of Mouth on Brand Purchase Probability, [J] Journal of Research in Marketing, 2008;25(3), 215-224.15. 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