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توضیحات :
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عنوان مقاله :
Patterns of Herding and their Occurrence in an Online Setting
ترجمه فارسی عنوان :
الگوهای نگهداری و وقوع آن ها در محیط آنلاین
سال انتشار : 2014
متعلق به مجله یا ژورنال : مجله بازاریابی تعاملی – Journal of Interactive Marketing
فرمت: PDF
تعداد صفحات: 10
شماره پروژه: 5075
کلمات کلیدی :
Consumer behavior, Social contagion, Diffusion, Social influence ,Social media ,Twitter
رفتار مصرف کننده، سرایت اجتماعی، انتشار، نفوذ اجتماعی، رسانه های اجتماعی، توییتر
چکیده :
Abstract
When groups of consumers share information or express their opinions about products and services, their attitudes or behavior sometime align without centralized coordination, a phenomenon known as herding. Building on pattern-based explanations of herding from the cognitive science literature, we propose a framework to elucidate herding behavior based on three dimensions: the speed of contagion, i.e., the extent to which the behavior spreads in a given time, the number of individuals, i.e., the proportion of the whole population expressing the behavior, and the uniformity of direction, i.e., the extent to which the mass behavior is increasingly uniform with one variant becoming dominant. Based on these dimensions, we differentiate eight patterns of herding behavior from slowly diffusing, small and disparate groups through to rapidly spreading, massive herds expressing a convergent behavior. We explore these herding patterns in an online setting, measuring their prevalence using over four thousand streams of data from the online micro-blogging application, Twitter. We find that all eight patterns occur in the empirical data set although some patterns are rare, particularly those where a convergent behavior rapidly spreads through the population. Importantly, those occurrences that develop into the pattern we call “stampeding,” i.e., the rapid spread of a dominant opinion expressed by many people, generally follow a consistent development path. The proposed framework can help managers to identify such noteworthy herds in real time, and represents a first step in anticipating this form of group behavior.
مقدمه این مقاله :
Introduction
This paper explores dynamic patterns of mass consumer behavior, leading to the phenomenon known as “herding.” In this paper, we will focus in particular on herding behavior via online media. A better understanding of online herding is needed if we are to understand the link between widespread online opinion formation and marketing outcomes, such as sales or reactions to promotion campaigns. Obviously, not all herding in the online setting is positive for firms, with a classic example being the bank run (Gu 2011). In 2008, there was a run on the Icelandic bank, Landsbanki, which had offered high interest online savings accounts in the UK and The Netherlands under the brand, IceSave. Rumors quickly circulated online that the bank had run into financial difficulty and the speed with which online withdrawals were made prompted the Icelandic government to step in to save the nation’s banking system.This paper has two objectives: first, to design a framework to distinguish between different patterns of herding behavior;second, to assess which of these patterns can be witnessed in practice using a large database of online behavior, and to investigate the dynamics of the development of large herds. For example, does a particular sequence of patterns indicate an impending rush of consumer sentiment or behavior? In short, we propose a framework to distinguish between different patterns of mass behavior and identify these patterns using online data. There is as yet no accepted way of scientifically assessing whether a change in the pattern of online mass behavior is important.
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