Swayed by Friends or by the Crowd?

  title={Swayed by Friends or by the Crowd?},
  author={Zeinab Abbassi and Christina Aperjis and Bernardo A. Huberman},
We have conducted three empirical studies of the effects of friend recommendations and general ratings on how online users make choices. These two components of social influence were investigated through user studies on Mechanical Turk. We find that for a user deciding between two choices an additional rating star has a much larger effect than an additional friend’s recommendation on the probability of selecting an item. Equally important, negative opinions from friends are more influential… CONTINUE READING
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