Similarity facilitates relationships on social networks: a field experiment on facebook.

People interact more readily with someone with whom they think they have something in common, but the effect of an incidental similarity has never been examined on social networks. Facebook users were contacted by a stranger who also possessed a Facebook page and who asked them to become his friend. The request message contained one item of similarity, two items of similarity, or none. Compliance to the request was the dependent variable. Increased compliance to the request was found when comparing the two similarity conditions with the control no-similarity condition. However, no difference was found between the two similarity conditions. Similarity appears to foster relationships on social networks.