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Title:
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THE IMPACT OF HOMOPHILY AND HERDING
ON DECISION CONFIDENCE IN SOCIAL COMMERCE |
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Author(s):
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Mariam Munawar, Khaled Hassanein and Milena Head |
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ISBN:
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978-989-8533-90-6 |
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Editors:
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Piet Kommers and Guo Chao Peng |
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Year:
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2019 |
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Edition:
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Single |
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Keywords:
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Homophily, Herd Behaviour, E-Commerce, Social Commerce |
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Type:
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Short Paper |
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First Page:
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420 |
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Last Page:
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423 |
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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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Social commerce is a new variant of e-commerce, fitted with social media technologies that allow users to interact with
each other. These interactions may facilitate feelings of homophily, and may propagate herd behaviour within the online
medium. This work-in-progress paper hones in on how homophily and herding arise within the social commerce context,
and examines how it impacts a consumerÂ’sÂ’ decision-making process. A research model is proposed and an experimental
methodology is outlined. Potential contributions to both theory and practice are discussed. |
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