PEER COMMUNICATION IN SOCIAL MEDIA AND EFFECT ON PURCHASE INTENTION

Year 2017, , 472 - 478, 30.12.2017

Hande Begum Bumin Doyduk Elif Okan

https://doi.org/10.17261/Pressacademia.2017.735

Abstract

Purpose -     Social media
became an essential element of marketing as individuals share their thoughts,
experiences and opinions globally through social network sites. Social media
effects consumers’ thoughts about unfamiliar brands more than ever now. The
comments and opinions of peers about product/services on social media affects
purchase intentions of the consumers. The aim of this study is to examine the
effect of peer communication on social media over attitudes towards products
and purchase intention. Previous studies mostly have concentrated on the
effects of firms’ social media communication effects. This study focuses on
peer communication on social media instead.

Methodology -   In this
study peer group identification, peer communication, attitude towards product
and purchase intention through the utilization of scales by Algesheimer,
Dholakia and Hermann (2005), Moschis and Churchill (1978), Crites, Fabrigar and
Petty (1994) and Houlahan and Gabriel (1975) are utilized.

Findings- According to the results of the study social media
peer identification, increases consumption based peer communication. There is
also a significant relationship between attitude towards products and purchase
intention. 

Conclusion-As seen in this study, social media communications’
effect on consumption habits are not at expected levels. Firms should focus on
applications triggering social media communication of individuals which would
affect purchase intention positively. 

Keywords

Social media, consumer socialization, peer communication, attitudes towards products, purchase intention

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