Uninformed But Unaware: How the Number of Likes Triggers a Knowledge Illusion on Social Media

Drawing from theory on the group mind, this research uncovers how likes on social media trigger a knowledge illusion: If individuals are not motivated or able to read but content received many likes, they rely on external knowledge in the group mind and feel better informed than they objectively are.


Andrea Bublitz, Anne Scherer, and René Algesheimer (2020) ,"Uninformed But Unaware: How the Number of Likes Triggers a Knowledge Illusion on Social Media", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1186-1186.


Andrea Bublitz, University of Zurich
Anne Scherer, University of Zurich
René Algesheimer, University of Zurich


NA - Advances in Consumer Research Volume 48 | 2020

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