Working Paper No. 886

Like What You Like or Like What Others Like? Conformity and Peer Effects on Facebook

Published: October 17, 2011Pages: 26Keywords: Herding Behavior; Conformity; Peer Effects; Field ExperimentJEL-codes: A14; C93; D03; D83

Like What You Like or Like What Others Like? Conformity and Peer Effects on Facebook Johan Egebark and Mathias Ekström


Users of the social networking service Facebook have the possibility to post status updates for their friends to read. In turn, friends may react to these short messages by writing comments or by pressing a Like button to show their appreciation. Making use of five Swedish accounts, we set up a natural field experiment to study whether users are more prone to Like an update if someone else has done so before. We distinguish between three different treatment conditions: (i) one unknown user Likes the update, (ii) three unknown users Like the update and (iii) one peer Likes the update. Whereas the first condition had no effect, both the second and the third increased the probability to express a positive opinion by a factor of two or more, suggesting that both number of predecessors and social proximity matters. We identify three reasonable explanations for the observed herding behavior and isolate conformity as the primary mechanism in our experiment.

Johan Egebark

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Ph: +46 (0)732 54 29 26
johan.egebark@ifn.se

Mathias Ekström

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Mob: +47 406 27648
mathias.ekstrom@ifn.se

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Institutional Reform for Innovation and Entrepreneurship

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The authors of this book, Niklas Elert, Magnus Henrekson and Mikael Stenkula, advise the economies of the European Union to become more entrepreneurial in promoting innovation and economic growth. The authors propose a reform strategy with respect to several aspects to achieve this goal.

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