The Effects of Network Diversity and Social Norms on Social Structuring: Empirical Evidence from Online Social Networks

Behavior in social groups follows social norms defining what is acceptable and what is not. Prior research has found strong tendencies toward informational isomorphism in online social networks, as social peers seem to establish a shared understanding of what behavior is acceptable. Due to the additive nature of these social norms, individual´ s social context gets more restrictive as network diversity increases. As a consequence, individuals organize their contacts into groups, which is referred to as social structuring behavior, to create a less restrictive environment and to avoid violating social norms. While drawing on diversity literature, this study examines the relationship between age, social embeddedness, and nationality diversity on social structuring behavior. For that, a matched dataset from Facebook is used. Findings support the important role social norms play in OSN, and that increases in social embeddedness lead to increases in structuring behavior. Implications for IS theory are discussed.