When do social media users click on sponsored content or intend to visit the website at a later time? A qualitative comparative analysis (QCA) using arguments based on herd theory, strength of ties, and social distance shows that only “likes” from socially close and knowledgeable users can consistently generate click-through or view-through intentions. Considering social tie strength in a herd behavior context, the analysis of sufficient configurations for click- and view-through intentions provides a nuanced perspective on social media user behavior and social influence. For instance, click-through intention requires observing a “like” from a close person, while view-through intentions can also develop after observing “likes” from less close acquaintances, yet in the last case only if the user assumes the acquaintance is better informed regarding the sponsored content. In addition, a “like” from a close friend deemed better informed can even make a user click on a sponsored content that was not considered valuable before.

社交媒体用户什么时候单击赞助内容或打算以后访问该网站？使用基于群体理论，关系强度和社交距离的论点进行的定性比较分析（QCA）表明，只有来自社交关系密切且知识渊博的用户的“喜欢”才能始终如一地产生点击或浏览意图。考虑到群体行为环境中的社交联系强度，对点击和浏览意图的足够配置的分析提供了对社交媒体用户行为和社交影响的细微差别。例如，点击意图需要观察近距离人的“喜欢”，而点击意图也可以在观察近距离相识的人的“喜欢”之后发展，但在最后一种情况下，仅当用户认为熟人可以更好地了解赞助内容时才可以。另外，来自密友的“喜欢”被认为是更明智的，甚至可以使用户点击以前不被认为有价值的赞助内容。