Previous research has suggested that if WOM (word-of-mouth) receivers are exposed to a video message in which a person tell that he/she had great effort to earn money and purchase a desirable product, they feel benignly envious and increase WTP (willingness-to-pay) for the recommended product; if they are exposed to another message in which a person tell that he had no effort to earn money and purchase the product, they feel maliciously envious and increase WTP for a related, but different, product. However, it may not be true in the context of e-WOM (electronic word-of-mouth) through SNS (social networking sites). This research conducted three laboratory experiments in the context of e-WOM, unlike the context of face-to-face WOM. The results showed that: (1) receivers were less likely to feel maliciously envious to friends and increase WTP for the products; (2) receivers were less likely to feel maliciously envious if they are exposed to the message as a tool for marketing; and (3) receivers were less likely to avoid the recommended product even though they feel maliciously envious if they have any other measures of retaliation. With these findings, this research contributes to a progress in the field of e-WOM through SNS.