Interpersonal Influence in Virtual Social Networks and Consumer Decisions

Abstract

This study aimed to analyze the attitude of college students regarding to interpersonal influence in virtual social networks related to consume decisions. It was conducted a survey with 200 college students from an Institution of Higher Education located in Santa Maria/RS. The sample was obtained through voluntary adhesion and the data collection instrument was applied in a virtual environment. Scales were adapted to measure and evaluate the propensity of students to influence and be influenced by their virtual contacts. The results suggest that the scales adapted are satisfactory to measure what they intend to do. The study also found that men are more able to influence the opinions of their virtual social contacts. On the other hand, the time dedicated to access the Internet positively and significantly influences the propensity of users to be influenced by their virtual social contacts. The correlation between the ability to influence the propensity to be influenced is significant and positive.

Keywords

• Eletronic Marketing; Virtual Social Networks; Word-of-Mouth; Consumer Behaviour
• Eletronic Marketing
• Virtual Social Networks; Word-of-Mouth; Consumer Behaviour.
• Virtual Social Networks
• Word-of-Mouth
• Consumer Behaviour