Nice to know you: Familiarity and influence in social networks

Maurits Kaptein*, Clifford Nass, Petri Parvinen, Panos Markopoulos

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

7 Citations (Scopus)

Abstract

Advertisers on Social Network Sites often use recommendations by others in a user's networks to endorse products. While these familiar others are hypothesized to be more effective in influencing users than unfamiliar others, there is a catch: familiarity does not necessarily ensure similarity to the familiar person, a potential problem because the combination of familiarity and dissimilarity has been hypothesized to lead to lowered compliance. In an experiment (N = 44), we test people's compliance to similar and dissimilar familiar others in an online environment: we show that in both cases, familiarity leads to increased compliance. The work highlights the importance of familiarity on influence and suggests that gaining familiarity even in situations of dissimilarity is effective.

Original languageEnglish
Title of host publication46th Annual Hawaii International Conference on System Sciences (HICSS), Maui, Hawaii, US, 7-10 January, 2013
EditorsRalph H. Jr Sprague
Place of PublicationLos Alamitos, California
PublisherIEEE Computer Society
Pages2745-2752
Number of pages8
ISBN (Electronic)978-0-7695-4892-0
ISBN (Print)978-1-4673-5933-7
DOIs
Publication statusPublished - 2013
MoE publication typeA4 Article in a conference publication
EventAnnual Hawaii International Conference on System Sciences - Wailea, United States
Duration: 7 Jan 201310 Jan 2013
Conference number: 46

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
PublisherIEEE
ISSN (Print)1060-3425
ISSN (Electronic)1530-1605

Conference

ConferenceAnnual Hawaii International Conference on System Sciences
Abbreviated titleHICSS
Country/TerritoryUnited States
CityWailea
Period07/01/201310/01/2013

Keywords

  • INTERPERSONAL-ATTRACTION
  • EXPOSURE
  • SIMILARITY
  • CONNECTEDNESS
  • HYPOTHESIS

Fingerprint

Dive into the research topics of 'Nice to know you: Familiarity and influence in social networks'. Together they form a unique fingerprint.

Cite this