Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework

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 social media 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.

► Examining the antecedents and outcomes of online peer communication.
► Peer group and tie strength with peers are two antecedents to peer communication.
► Peer communication affects the consumers purchase decision in two ways.
► The need for uniqueness moderates the peer communication impacts.