The effect of SM on attitudes and subjective norms : a study about young adults’ purchase intentions of apple products

Abstract

The internet and subsequently, the introduction of Web 2.0 and social media, have drastically changed our lives. Nowadays, especially in developed countries almost everyone has heard or used social media, which have made it possible for us to connect with each other more than ever. We can talk to distant friends, watch videos and even get opinions regarding particular products from other users on these platforms. These users from whom we get opinions are called social media influencers, who are usually paid to influence and entice other users into purchasing products, based on their recommendations. Past research has primarily focused on understanding the effects of eWOM, with little understanding of how user-generated content and user generated social media communication can influence consumer behaviour. This study attempts to provide a better understanding on the effectiveness of social media influencers, specifically by exploring the effects of potential consumers’ attitudes and subjective norms on the purchase intention, based on Ajzen and Fishbein’s Theory of Reasoned Action. It will also categorize social media influencers as subjective norms. To this effect, a quantitative methodology based on identical measures employed by Ajzen and Fishbein were employed. A questionnaire was distributed amongst young adults on social media. Results suggested that the younger respondents’ attitudes and purchase intentions where more favourable than their elder counterparts towards brands, with gender having no effect on either attitudes or subjective norms. Further analysis also showed that significant relationships do exist between consumer attitudes and social media influencers as subjective norms towards the purchase intention of young adults. These findings imply that social media influencers might be an effective form of communication with young adults and ought to be in a firm’s communication mix.