Abstract:
Homophily is a well-researched phenomenon around the world contributing to the
understanding of why certain people form social groups. Most of the dimensions
including race and age homophily are often studied in isolation. However, since
humanity is complex, so too is the study of human behaviour, and as such, requires an
exploration of all the dimensions of homophily present in specific social groups to
understand how these social groups interact and influence group behaviour and
purchase decisions. This was an exploratory, qualitative study of 17 higher-income
black South African women, the composition and nature of their social groups both
offline and on social media, and the influence of the group on individual purchase
behaviour. This study found the presence of multidimensional homophily in social
groups which were formed offline, although homophily also exists on social media. In
fact, groups interact over social media more than face-to-face, and while social
comparison is a common behaviour both offline and online, it was not a predictor of
purchase behaviour. It was also affirmed that groups are effective at nudging
individuals and influencing their purchase behaviour. Group-based brand experiences
are recommended for more effective brand engagement for advertisers. The
implications and recommendations for further research have also been discussed.
