Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/337894 
Year of Publication: 
2022
Citation: 
[Journal:] Digital Business [ISSN:] 2666-9544 [Volume:] 2 [Issue:] 1 [Article No.:] 100018 [Year:] 2022 [Pages:] 1-10
Publisher: 
Elsevier, Amsterdam
Abstract: 
With the dissemination of web technologies, the transparency of other people's opinions has increased tremendously, thus the possibilities of observing other consumers' decisions have also risen. Consumers may take a shortcut to follow a herd - according to which people discount their own information to imitate others. Nonetheless, despite a large body of literature exploring the topics of herd behaviour, little is known about it in the context of the individual decision-making phases before, during, and after buying. This study, examines consumers' decisions in the context of mobile communications products, using a survey experiment. The findings show that subjects use the information from others as cues in making buying decisions, whereby the influence decreases along the buying process and in the post-buying phase, where people no longer seem to follow the herd. Additionally, recommendations of other consumers exert a stronger influence on subject choices than those of experts. Finally, friends seem to influence consumers' choices more than social networks.
Subjects: 
Herd behavior
information source
buying decision process
mobile communications industry
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article
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