Herd behavior in social media: The role of Facebook likes, strength of ties, and expertise

When do social media users click on sponsored content or intend to visit the website at a later time? A qualitative comparative analysis (QCA) using arguments based on herd theory, strength of ties, and social distance shows that only “likes” from socially close and knowledgeable users can consistently generate click-through or view-through intentions. Considering social tie strength in a herd behavior context, the analysis of sufficient...