Buddies as In-group Influencers in Online Support Groups : A Social Network Analysis of Processes and Outcomes

Buddies, serving as in-group influencers to aid demographically similar co-buddies, are extensively used in face-to-face support groups to enhance positive social influence. We examine the efficacy of buddies in online support groups and investigate underlying mediating processes using social network analysis. We observe what happens when members of support groups for quitting smoking, including members who are relatively active and less active, after a few days are called upon to be buddies and assigned to specific co-buddies. Our findings indicate that, consistent with normative expectations for buddies, they form especially strong ties with their designated co-buddies. The more active buddies are in the group, the stronger the ties they form with their co-buddies and, in turn their co-buddies form stronger ties with group members overall, which then relates to co-buddy goal attainment. Our findings suggest that interactive marketers should consider using buddies in online support groups, but observe activity levels before making buddy assignments, because positive outcomes are contingent on buddies being active in the group. They should also ensure that online support group members post to everyone not just their buddies, because ties formed among group members as a whole are crucial for goal attainment