U-Shaped Conformity in Online Social Networks

Monic Sun; Xiaoquan Zhang; Feng Zhu

doi:10.1287/mksc.2018.1133

U-Shaped Conformity in Online Social Networks

Monic Sun¹; Xiaoquan Zhang²; Feng Zhu³

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

Marketing Science 2019

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.

DOI: 10.1287/mksc.2018.1133
Volume: 38 (3)
Pages: 461-480
Language: en
Export: BibTeX
Sources: crossref openalex