The influence of networks on consumer behavior: Understanding how social media networks impact online word of mouth and purchase behavior

摘要: Social media has permeated the everyday life of consumers and with that, its influence on consumer behavior only grown. To better understand this growth a look into different networks is needed. This research looked at how personal that general community impact online word mouth purchase facebook. We proposed endorsement marketing page from user's own network would both have positive consumer’s intent to engage in activities related behaviors. Furthermore, we propose relationship be further moderated by level cognitive load are exposed to. However, findings study suggest while social do an behaviour mouth, there combinations behaviors associated product types. Personal more heavily some Facebook pages, others influenced community, or types even neither networks. suggests react differently based category type.