Abstract
Because college-aged individuals heavily use social networking sites (SNSs), this study investigates the inclusion of electronic word of mouth (eWOM) on SNSs using consumer socialization theory (CST). In addition, we also examine gender and the continuing influence of family members and peers on individuals’ attitudes toward and purchase intentions for products reviewed on SNSs. Survey results suggest that, compared to men, women rely more often on family members and eWOM on SNSs to gain product information, and women also have more positive attitudes toward products reviewed on SNSs. In addition, purchase intention is based on attitude, peer communication, and eWOM on SNSs. Novel insights include the influence of eWOM on SNSs through the consumer socialization process, which has been found to impact today’s consumer.
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