As the internet grows more pervasive and vital to the daily lives of billions of people across the globe, business owners and marketers alike are constantly searching for innovative ways to effectively tap into new markets. Looking at consumer relationships and how they affect purchasing behavior, then, is a logical step to take. Homophily and how it affects consumer decision making is an important concept to understand in order to create the most effective marketing campaign possible. What does “homophily” mean? Put bluntly, homophily is the tendency that people have to be drawn to be with similar interests and values as themselves. This is something seen throughout various cultures and in varying situations. People tend to seek out individuals who are similar to them in some way. They forge connections with those individuals and might continue looking for even more people with whom to connect. The internet, with its wealth of social media platforms, has made homophily ea...
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