The assignment focuses on Social media peer communication-Consumer socialization framework. So you are required to do research on Social peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of interactive marketing.
Social media peer communication-Consumer socialization framework
Social peer communication and impacts on purchase intentions. Firstly, you are required to create a consumer socialization framework. Wang, X., Yu, C., & Wei, Y. (2012). Secondly, research on Social peer communication and impacts on purchase intentions. Thirdly, research on consumer socialization framework. Journal of interactive marketing, 26(4), 198-208. please read the article above and follow instructions bellow: INDIVIDUAL ASSIGNMENTS: 1- Scientific Article presentation (5 points) Each student should choose one article from the list of scientific articles suggested for each topic covered on class. They will have 20 minutes to present the article. During the presentation,(( the students must highlight the major contribution(s) of the paper to the field of consumer behavior research and link the paper to the content of the course. They should also present an analysis of its strengths and weaknesses. ))
Social media peer communication-Consumer socialization framework
Finally, consumer socialization through peer communication using social media websites has become an important marketing issue through the development and increasing popularity of social media. Guided by a socialization framework, this article investigates peer communication through websites; individual-level tie strength and group-level identification with the peer group as antecedents; and product attitudes and purchase decisions as outcomes. Survey data from 292 participants who engaged in peer communications about products through social media confirm that the two antecedents have positive influences on peer communication outcomes. Online consumer socialization through peer communication also affects purchasing decisions in two ways: directly (conformity with peers) and indirectly by reinforcing product involvement. In addition, consumer’s need for uniqueness has a moderating effect on the influence of peer communication on product attitudes. These findings have significant theoretical and managerial implications.
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