Consumer-to-consumer effect of facebook friends

Abstract

This paper is based on a belief that the Facebook is a new platform for bringing people closer to each other, and thus increasing the chances for more social comparison. With more propinquity, distances among people decrease and odds for interaction increase (Kotler & Keller, 2009). Since social comparison appears to be a basic human predisposition (Gulas & McKeage, 2000), it is assumed that the consumption decisions of people, among other decisions, will be more affected by their contacts 'friends on Facebook' choices. Nassim Taleb (2004) has stressed the fact that 'becoming more rational, or not feeling emotions of social slights, is not part of the human race, at least not with our current biology" (p. 143). Social comparison applies basically to choices that do not have clear objective answer, as stylistic decisions (Insko et al., 1983). To render the evaluation of self more solid in the absence of physical evidence, social comparison tends to increase (Festinger, 1954). The choices of people become more positively or negatively dependent on the choices of others in their circle of contacts. They will either strive for more conformity or uniqueness via personal creativity. They will be also motivated to engage in attempts to boost their self-portrays and sexual attractiveness in the eyes of others. All of these attempts will heighten the peer pressure, thus influencing the decisions people make, especially those related to their purchasing and consumption behaviors. However, people are generally selective about whom they will imitate (Tesser et al., 1988). Guessing who will be affected by whom is tricky, as opinion leaders tend to be simultaneously opinion seekers (Yale & Gilly, 1995). The high-context collectivist culture prevailing in Lebanon, the location of the study, coupled with the high unemployment rate, will do nothing but spill oil on the fire when it comes to Facebook usage, thus intensifying the indirect influences of Facebook on the decisions and b.