E-herding : patterns of online mass-behavior
conference paper
Herding is convergent social behavior driven by inter-personal interaction, without centralized coordination. Herding in the online setting, which we call e-herding, is important for marketing scholars and practitioners because of its potential impact on product adoption and brand image and because of the availability of data offering rich insights into mass consumers opinion and behavior.
We propose a new framework of e-herding on three dimensions, speed, direction and magnitude, leading to eight e-herding patterns. An empirical analysis of 4,622 e-herds including nearly five million online posts identifies the frequency of occurrence of the eight patterns and provides insight into the dynamics as the e-herds develop.
We propose a new framework of e-herding on three dimensions, speed, direction and magnitude, leading to eight e-herding patterns. An empirical analysis of 4,622 e-herds including nearly five million online posts identifies the frequency of occurrence of the eight patterns and provides insight into the dynamics as the e-herds develop.
TNO Identifier
470593
Source title
41st European Marketing Academy Conference, May 22-25, Lisbon, Portugal
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