Online Consumer Socialization Framework: Interconnectivity of Social Media Peer communication and Online Purchase Intention

Abstract

Social media has occupied a special and inseparable place in the daily routine life of millions of the consumers globally (Borges et.al, 2019).With the rise of social media platforms , the mechanisms with which consumers and the marketers communicate and interact in the form of displaying blogs, messages, group chats etc has generates the new hope for business organizations. The impact of various websites in the social media influence the communication among the peers through which consumers usually investigates and make their purchase intention (Iyengar and Bucklin 2010).From consumer socialization perspective, the attitude towards product and purchase intention of consumers have been impacted via peer communication through social media. The aim of this study is to measure the impact of predictors of online socialization framework and how social media peer communication impact on consumer purchase intention through the consumer socialization conceptual model.  By using random sampling technique, this study proposes 276 respondents as sample size. Regression analysis of has been carried out to analyze the collected primary data with the help of SPSS.20. Results reveal that Tie strength with peers, identification with peer groups, peer communication for consumption, need for uniqueness and product involvement are positively associated with consumer online purchase intention but product altitude is negatively associated with online purchase intention.