Consumer Behavior Review (Sep 2021)

Impact of Personal Values on Political Consumption: The moderating role of interpersonal influence in social media

  • Juliano Domingues da Silva,
  • Ana Tereza Delapedra,
  • Ana Maria Campos Manoel,
  • Isis Helena Martins Cassiolato

DOI
https://doi.org/10.51359/2526-7884.2021.251206
Journal volume & issue
Vol. 5, no. 3
pp. 400 – 415

Abstract

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This study aims to analyze the moderating effect of interpersonal influence in social media on the relationship between personal values and political consumption. Through a survey of 206 respondents, the results of linear regression analysis showed that the values of self-transcendence and openness to change are positively related to political consumption, whereas self-promotion has a negative relation. The results also showed that interpersonal influence in social media has a critical moderating effect since (i) amplifies political consumption of people with self-transcendence values and (ii) increases the political consumption of people with self-promotion values. This research expands the literature on consumer behavior by showing that personal values on political consumption depend on the individual's susceptibility to being influenced by social media.

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