Abstract
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.
Highlights
Political consumption expresses the consideration of ethical or political reasons in the decision to buy or boycott certain products or brands, aiming at changing institutions, organizations, or social conditions (Rössel & Schenk, 2017; Stolle, Hooghe & Micheletti 2005)
We propose that the interpersonal influence carried out among peers in virtual social media amplifies or modifies the intention to perform political consumption, given the different personal values that predominate in the individual's characteristics
Selftranscendent individuals tend to be more susceptible to the judgments or opinions of others (Homer & Kahle, 1988). Based on this susceptibility of self-transcendent individuals to the judgments or opinions of others, we argue that self-transcendent people will be more willing to accept interpersonal influence in social media to engage in political consumption
Summary
Political consumption expresses the consideration of ethical or political reasons in the decision to buy or boycott certain products or brands, aiming at changing institutions, organizations, or social conditions (Rössel & Schenk, 2017; Stolle, Hooghe & Micheletti 2005). The primary forms of political consumption refer to (i) the positive purchase (buycott) of products differentiated by specific ethical or political characteristics, such as sustainability, social justice, or corporate responsibility; (ii) the boycott of products that lack these characteristics (Rössel & Schenk, 2017); and (iii) the perception of power that people have through consumption (Echegaray, 2012). Political consumption concerns both the literature, managers and public agents interested in consumer behavior (Rössel & Schenk, 2017). These studies demonstrate that social media platforms act as a catalyst for political consumption practices through the interpersonal influence between users (Bearden, Netemeyer & Teel, 1989; Mascarenhas & Higby, 1993, Wang, Yu & Wei, 2012)
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