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Exploring the Relationship Between Social Media and Social Influence

Exploring the Relationship Between Social Media and Social Influence

Ali Usman, Sebastian Okafor
Copyright: © 2019 |Pages: 21
ISBN13: 9781522573449|ISBN10: 1522573445|ISBN13 Softcover: 9781522586166|EISBN13: 9781522573456
DOI: 10.4018/978-1-5225-7344-9.ch004
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MLA

Usman, Ali, and Sebastian Okafor. "Exploring the Relationship Between Social Media and Social Influence." Leveraging Computer-Mediated Marketing Environments, edited by Gordon Bowen and Wilson Ozuem, IGI Global, 2019, pp. 83-103. https://doi.org/10.4018/978-1-5225-7344-9.ch004

APA

Usman, A. & Okafor, S. (2019). Exploring the Relationship Between Social Media and Social Influence. In G. Bowen & W. Ozuem (Eds.), Leveraging Computer-Mediated Marketing Environments (pp. 83-103). IGI Global. https://doi.org/10.4018/978-1-5225-7344-9.ch004

Chicago

Usman, Ali, and Sebastian Okafor. "Exploring the Relationship Between Social Media and Social Influence." In Leveraging Computer-Mediated Marketing Environments, edited by Gordon Bowen and Wilson Ozuem, 83-103. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7344-9.ch004

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Abstract

Online behavioral tailoring has become an integral part of online marketing strategies. Contemporary marketers increasingly seek to create an influential environment on social media to empower online users to participate in online brand communities. By interacting in this way, online communities hosted by brands marketers can enhance the nature of the complex interactions that occur amongst those that participate. Such online interactions lead to three different types of social influence compliance, internalization, and identity, which develop the consumers' purchase intentions. This chapter explains how the social influence support the change in beliefs, attitude, and intentions of the online consumers in the user-generated social media networking sites (SNSs). Furthermore, it discusses the functional impact of such online social influence that enables companies to understand the perceptions and needs of online users making sense of how multiple levels of social influence phenomenon on social media impact on consumers purchase intentions.

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