Decision Making Processes in Online Social Networks: A Comparative Analysis of Health and Financial Online Social Networks

Abstract

Health and finance are two aspects of life that are crucially important. Health and finance sites are the most frequently visited by online participants. The sheer volume of sites and the variety of information and advice available online on those two topics have left individuals with potentially greater support for their decision-making (DM) processes. This paper uses the Netnography qualitative research methodology to understand, explore, and identify the similarities and differences between, and unique features of Health and Financial Online Social Networks (OSNs). Specifically, this paper will study (1) the OSN - assisted DM process (2) the structure and sequence of DM phases in OSN’s and (3) the behaviour of OSN participants across networks. The results suggest that the DM process is supported in both types of OSNs, but the structure and the sequence of DM phases, as well as the participation style across participants on these networks are different.