Peer network position and shopping behavior among adolescents

Prior research on consumer group behavior has overlooked the importance of peer group structure and the social position of its members in marketing action, especially among adolescents. This study draws on social network theoretical frame to explore the relationship between adolescents’ structural position in peer networks and the decision to shop with friends. Based on a survey of 1037 adolescents, the study suggests that adolescents’ social positions within a peer network affect the frequency of shopping with friends, although gender moderates the relationship. The findings provide practical guidelines for retailers and other managers who target adolescent consumers.

► Adolescent social positions within peer social network affect adolescent’s willingness to shop with friends.
► Adolescent susceptibility to friends’ influence affects adolescent’s willingness to shop with friends.
► Degree centrality is a more significant factor in explaining the frequency of shopping with friends among boys.
► Closeness centrality is a more important factor in the frequency of shopping with friends among girls.