PEER COMMUNICATION AND IMPACTS ON PURCHASING DECISIONS: AN APPLICATION ON TEENAGERS

Yıl 2013, Cilt: 5 Sayı: 2, 60 - 72, 01.12.2013

Ece Armağan Aysenur Çetin

Öz

With the rise of social media channels, the ways that consumers communicate with eachother have been changing and new marketplaces have been built that consumers reach anywhere at anytime. With this perspective, teenagers are the most important segment of the consumers who infinitely spend their times on the internet. They have watched video clips, read blogs, visited photo-sharing sites, done shopping online, etc. While they are shopping, they are influenced by peers towards products, brand names, size and shapes, they will spend much more money recklessly than any other age group and they are trendsetters so they become the most important targets for companies. The aim of this article is to determine the importance of peer communication, to investigate the factors affecting adolescent consumers purchase intentions and decisions toward social media channels. For this study, a questionnaire will be applied to the students of Adnan Menderes University Faculty of Economics and Administrative Sciences to understand their opinions about peer communications and their influences on the adolescents’ purchase decisions concerning with products through social media channels

Anahtar Kelimeler

Peer Communication, Purchase Intentions, Purchase Decisions

Kaynakça

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