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Title:
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HERDING ON THE SOCIAL MEDIA |
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Author(s):
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Fen-Hui Lin, Yu-Hsuan Liu |
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ISBN:
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978-989-8704-11-5 |
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Editors:
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Piet Kommers, Pedro Isaías, Claire Gauzente, Miguel Baptista Nunes, Guo Chao Peng and Mário Macedo |
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Year:
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2014 |
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Edition:
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Single |
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Keywords:
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Emotional Sharing Behavior, Herding Behavior, Social Media, Social Needs, Emotional Needs, Self Needs. |
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Type:
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Full Paper |
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First Page:
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135 |
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Last Page:
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142 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This paper investigate a phenomena on social media that tens of thousands people would herd on social media to discuss the even or share their emotions or feelings when some special event happens, such as an earthquake or a national sport league. People herd on the social media like a flash in the pan and then dismiss when the event end. In this paper, we propose a theoretical model of the herding behaviors with three influential factors including social needs, self needs and emotional needs. A survey research was conducted that collected 384 valid replies. The results show that the social and emotional needs have greater effects toward the herding behaviors. Since there has none research to look into such short term effect of the social media, this paper is to fill the gap. Moreover, the online herding crowd may turn out to be a carnival or a riot since the collective behavior is not planned but influenced by the online interaction. The e-marketing managers or public relationship managers should add the situation of the herding situation when they develop the social media strategies. |
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