Uncertainty reduction in Facebook C2C social commerce: an uncertainty reduction theory perspective

Abstract

Purpose – The purpose of this study is to investigate how nonverbal communication cues, specifically emoticons and product presentation pictures, reduce uncertainty and build trust in Facebook consumer-to-consumer (C2C) social commerce. Grounded in uncertainty reduction theory (URT), this study examines how these cues influence disclosure, reciprocity and verbal expressions of affection between buyers and sellers. Design/methodology/approach – An online field experiment using a 2 × 2 between-subjects factorial design was conducted to test the effects of emotional emoticons (high vs low) and product presentation pictures (with vs without picture) on disclosure, reciprocity and verbal expressions of affection in Facebook C2C social commerce. A total of 120 participants from Facebook “buy and sell” groups in Taiwan engaged in controlled buyer–seller interactions via Messenger. Data is analyzed using ANOVA and logistics regression techniques. Findings – The results of this study show that high-emotion emoticons and product presentation pictures significantly increase both disclosure and reciprocity, reducing buyer uncertainty. Information quality further strengthens these effects through interaction effects with emoticons and images. Disclosure, rather than reciprocity, emerged as the key predictor of verbal statements of affection, underscoring its central role in advancing trust and relational warmth in Facebook C2C social commerce interactions. Originality/value – This study extends URT into the context of Facebook C2C social commerce, demonstrating that emoticons and product presentation pictures function as strategic tools of uncertainty reduction rather than mere expressions of emotion or aesthetics. This study highlights the transactional and relational importance of nonverbal cues in shaping trust, transparency and engagement in peer-to-peer digital marketplaces. These insights illustrate how thoughtful communicative strategies can enhance transaction outcomes, strengthen buyer–seller relationships and support the long-term sustainability of digital exchange environments.