This study aims to rigorously investigate the underlying mechanisms driving the alignment of consumption preferences of network members, distinguishing between social influence and social selection across two product categories – a high self-congruent product and a low self-congruent product. The research draws on the theoretical foundations of similarity-attraction and social influence literature.
The study uses a mixed-method approach, a qualitative study to support the conceptual framework, followed by a panel network analysis (stochastic actor-oriented modeling) to empirically test the relationships.
The findings elucidate the conditions under which social selection and influence operate – for high self-congruent products, both effects are present; however, for low self-congruent products, only social influence is present.
By empirically testing the bi-directional relationship between consumers’ consumption preferences and social network, the study identifies the boundary conditions for the manifestation of similarity-attraction and social influence, underscoring the critical role of self-congruence. The study contributes to the literature on the similarity-attraction effect, formation of strong ties and consumer well-being.
