What question did this study set out to answer?

To examine how social media peer communication—driven by individual tie strength and group identification—influences product attitudes and purchasing decisions within a consumer socialization framework.

April 27, 2012Journal of Interactive Marketing

Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework

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Authors

XWXia WangSouthern University of Science and Technology CYChunling YuNingbo University YWYujie WeiTianjin University

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Implication

Survey study reveals how social media peer communication drives purchase intentions among online consumers, highlighting direct peer conformity and indirect involvement effects.

Key Points

To examine how social media peer communication—driven by individual tie strength and group identification—influences product attitudes and purchasing decisions within a consumer socialization framework.
Administered an empirical survey to participants who engaged in product-related peer communications on social media platforms (N=292).
Modeled structural relationships among antecedent social factors, peer communication, product involvement, conformity, and moderation by need for uniqueness.
Tie strength and peer group identification significantly and positively influence peer communication outcomes on social media.
Online peer communication drives purchase decisions directly via conformity with peers and indirectly through increased product involvement.
A consumer's need for uniqueness moderates the relationship between peer communication and product attitudes, dampening peer influence.

Cite This Study

Wang et al. (2012) studied this question.

synapsesocial.com/papers/6a0ff062d13714ec96fedca4 https://doi.org/10.1016/j.intmar.2011.11.004

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Implication

Survey study reveals how social media peer communication drives purchase intentions among online consumers, highlighting direct peer conformity and indirect involvement effects.

Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework

Discussion

Member takes

Implication

Key Points

Cite This Study

Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework

Discussion

Member takes

Implication

Key Points

Cite This Study

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