U-Shaped Conformity in Online Social Networks

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.

• 저널Marketing Science · 38(3) · 461–480
• 토픽Social Media and Politics · Communication
• DOI10.1287/mksc.2018.1133
• 저자Monic Sun, Xiaoquan Zhang, Feng Zhu