PEER COMMUNICATION IN SOCIAL MEDIA AND EFFECT ON PURCHASE INTENTION

Year 2017, , 640 - 645, 30.06.2017

Hande Begum Bumin Doyduk Elif Okan

https://doi.org/10.17261/Pressacademia.2017.640

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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