1 Questrom School of Business, Boston University, Boston, Massachusetts 02215; · 2 Department of Decision Sciences and Managerial Economics, Chinese University of Hong Kong, Shatin, New Territories, Hong Kong; · 3 Harvard Business School, Harvard University, Boston, Massachusetts 02163
Abstract
Conformity toward the majority choice among a user’s friends on a social-networking site first decreases and then increases with the adoption rate of that choice.