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Social Network Influence on Online Behavioral Choices
2014
American Behavioral Scientist
Social media communication is characterized by reduced anonymity and off-to-online social interactions. These characteristics require scholars to revisit social influence mechanisms online. The current study builds on social influence literature to explore social network and gender effects on online behavior. Findings from a quasiexperiment suggest that both network-related variables and gender are significantly associated with online behavior. Perceived social environment, measured by personal
doi:10.1177/0002764214527092
fatcat:vpp2klagkbcvzolniqwn43k6r4