Antecedent Factors in Adolescents Consumer Socialization Process Through Social Media

Abstract

The research paper attempts to find the antecedent factors that influence in adolescents consumer socialization process through social media and its impact on family purchase. Consumer socialization of adolescents through social media has become a key indicator in the area of marketing because of predominant online interaction of consumer. Socialization process framework is adopted to investigate among 254 respondents. The results show there is positive influence of antecedent variables like age, social media and peer identification on Purchase Intention and the variable social media also influences Product Involvement in family decision making. The outcome of this research benefits the academicians and marketers to explore the impact of social media on adolescent in their family decision making.