Firm fan social network sites (SNS) pages are gaining relevance due to their low cost and high customer adoption rate. Therefore, companies adopt this tool for spreading messages and get word-of-mouth. This research proposes a model of antecedents and consequences of the perceived value of messages published on the SNS. In particular, SNS credibility and perceived enjoyment of the media are measured through a large retailer’s social network site. Findings suggest that in high involvement contexts, both SNS enjoyment and credibility determine the perceived value of firm-generated messages. Furthermore, perceived value of a message spread through a SNS influences both word-of-mouth and website visits which in turn lead to purchase intentions. Managers must adopt a proactive approach to develop credible firm SNS containing enjoyable messages in order to be spilled out and generate more website visits and derived sales.