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Use Of Product Reviews As Influenced By Family, Peers, And Online Social Networking Usage: A Look Into Modern Consumer Socialization, Jennifer E. Johnson

Jennifer Johnson

Consumer socialization developed interest from researchers in the latter half of the 1970’s. Moschis and Churchill (1978) were the first to develop a formalized theoretical model indicating current sources of influence on young individuals when making purchasing decisions. Since the creation of the most used consumer socialization theoretical model was developed, technology has grown extensively through many realms. Previous studies have demonstrated that the socialization agents of peers, family, and media continue to prove to be influential when analyzing consumer socialization outcomes (Bush et al., 1999; Mangleberg & Bristol, 1998; Nelson & McLeod, 2005). The consumer socialization framework also guides …