Platform Characteristics, Multi-Homing, and Homophily in Online Social Networks
نویسندگان
چکیده
This study examines how the “openness” of SNS platforms and the number of SNS platforms users adopt moderates online homophily. The analyses—based on panel data on recorded SNS usage behaviors of 9,484 individual users— reveal that age homophily is pervasive in online social lives. However, the patterns of homophily differ significantly across diverse demographic groups, platform type, and users’ channel adoption behaviors. For example, teenagers exhibit a strong age homophily behavior, regardless of platform type. However, all users who adopt both open and closed SNS channels, rather than only one SNS channel, do not show strong age homophily propensities. In addition, online SNS users in their 30s and 40s do not show age homophily. In fact, users over 40s exhibit age heterophily in that they react more positively when new members from a dissimilar age group enter their social network than when new members from their own age cluster join this network. Men tend to form strong homophilous ties with other men on online SNSs, but women prefer socializing with men. However, whether an SNS is open or closed significantly moderates the homophily or heterophily propensities of individual users across diverse cohorts.
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