Given that we conduct this assessment in
an online context (Facebook) that is increasingly significant for
the conduct of everyday life , using a relationship type (“weak
ties”) considered particularly conducive to the diffusion of information
, our data show surprisingly little evidence for the
common notion that what we like rubs off on those around us.
Rather, our findings would support a view of contemporary
online interaction as having less to do with influencing our
neighbors and more to do with strengthening social ties among
those whom we already resemble.