PEER COMMUNICATION IN SOCIAL MEDIA AND EFFECT ON PURCHASE INTENTION

Abstract

Social media started a new market and became an essential element of marketing as individuals share their thoughts, experiences and opinions globally. 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 firm communication over consumers’ purchase intention. In communication the effect of virtual world has increased significantly on the other hand personal relations and peer communication still maintains its importance. In academy and business world research and investment on social media increases. Social media usage of the business world aims the final result of purchase intention. In this study also a model leading to purchase intention is examines. In the 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). According to the results of the study social media peer identification, identification the group increases purchase based peer communication. 

Keywords

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

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