ZENITH International Journal of Multidisciplinary Research
Year : 2019, Volume : 9, Issue : 6
First page : ( 280) Last page : ( 295)
Online ISSN : 2231-5780.

Influence of peer communication in social networking sites on consumer purchase intention

Menka¹

Assistant Professor, GGDSD College, Chandigarh

¹Research Scholar University Business School, Panjab University, Chandigarh. Email id: menka@ggdsd.ac.in

Online published on 10 September, 2019.

Abstract

This paper studies the influence of peer communication through social networking sites on consumer purchase intention. The study followed descriptive research design and systematic random sampling to get responses from the users of social networking site (Facebook) in Chandigarh. Correlation and Regression techniques were used to test the hypotheses. It was found that consumption related peer communication has positive influence on consumers’ attitude and thus influence purchase intention through influencing consumers’ attitude towards products. ‘Trust in peer communication’ is an important element that positively influences the purchase intention of consumers for products recommended by peers on social networking sites. This research study proved useful for studying the consumer socialization through peers on social media networking sites by focusing on the influential factor trust in peer communication that further influenced the consumer attitude toward products and purchase intentions. Results of current study gave a new insight to marketers that they can encourage consumption related peer communication on social networking sites regarding products or brands among consumers. This mechanism gives them opportunity to increase their sales of products by influencing potential consumers’ behaviour.

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Keywords

Attitude toward Products, Peer Communication, Purchase Intention, Social Networking Site, Trust in peer communication.

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