The integration of social media technologies in online shopping has given rise to social commerce platforms, and has introduced the phenomenon of herd behaviour to this medium. This work-in-progress paper examines the role of herd behaviour, trust and homophily in influencing the purchasing behaviour of consumers. A research model is proposed along with a methodology for empirically validating it. Potential contributions to theory and practice are discussed.
Munawar, Mariam; Hassanein, Khaled; and Head, Milena, "Understanding the Role of Herd Behaviour and Homophily in Social Commerce" (2017). SIGHCI 2017 Proceedings. 11.