Impact of personal values on political consumption: the moderating role of interpersonal influence in social media
DOI:
https://doi.org/10.51359/2526-7884.2021.251206Keywords:
political consumption, personal value, interpersonal influence, social media, consumerism.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 selftranscendence values and (ii) increases the political consumption of people with selfpromotion 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.References
Abbade, E. B., Flora, A. D., & Noro, G. B. (2014). A influência interpessoal em redes sociais virtuais e as decisões de consumo. Revista de Administração da Universidade Federal de Santa Maria, 7(2), 2656-278. http://dx.doi.org/10.5902/198346594976
Ahmad, W., Kim, W. G., Anwer, Z., & Zhuang, W. (2020). Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists' visiting intentions towards eco-friendly destinations are shaped?. Journal of Business Research, 110(March) 228-236. https://doi.org/10.1016/j.jbusres.2020.01.040
Aiken, L. S., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. Thousand Oaks, CA, US: Sage Publications, Inc. https://psycnet.apa.org/record/1991-97932-000
Barcellos, M. D., Teixeira, C. M., & Venturini, J. C. (2014). Personal values associated with political consumption: an exploratory study with university students in Brazil. International Journal of Consumer Studies, 38(2), 207-216. https://doi.org/10.1111/ijcs.12084
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473-481. https://doi.org/10.1086/209186
Bossy, S. (2014). The utopias of political consumerism: The search of alternatives to mass consumption. Journal of Consumer Culture, 14(2), 179-198. https://doi.org/10.1177/1469540514526238
Delapedra, A. T. F., & da Silva, J. D. (2021). Business strategies under the new marketing myopia perspective. Revista Pensamento Contemporâneo em Administração, 15(1), 107-121. https://doi.org/10.12712/rpca.v15i1.48604
Echegaray, F. (2012). Votando na prateleira: a politização do consumo na América Latina. Opinião Pública, 18(1), 44-67. http://dx.doi.org/10.1590/S0104-62762012000100003
Friedman, M. (1991). Consumer boycotts: A conceptual framework and research agenda. Journal of Social Issues, 47(1), 149-168. https://doi.org/10.1111/j.1540-4560.1991.tb01817.x
Goh, T. T., Xin, Z., & Jin, D. (2019). Habit formation in social media consumption: a case of political engagement. Behaviour & Information Technology, 38(3), 273-288. https://doi.org/10.1080/0144929X.2018.1529197
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados. Bookman Editora.
Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638-646. http://dx.doi.org/10.1037/0022-3514.54.4.638
Hyun. D., & Kim, J. (2015). Differential and interactive influences on political participation by different types of news activities and political conversation through social media. Computers in Human Behavior, 45, 328-334. https://doi.org/10.1016/j.chb.2014.12.031
Kahle, L.R. (1983), Social Values and Social Change: Adaptation to Life in America, New York, Praeger.
Ladhari, R., & Tchetgna, N. M. (2015). The influence of personal values on Fair Trade consumption. Journal of Cleaner Production, 87, 469-477. https://doi.org/10.1016/j.jclepro.2014.10.068
Madrigal, R. (1995). Personal values, traveler personality type, and leisure travel style. Journal of Leisure Research, 27(2), 125-142. https://doi.org/10.1080/00222216.1995.11949738
Malhotra, N. K. (2012). Pesquisa de Marketing: Uma Orientação Aplicada. Bookman Editora.
Manosso, T., Silva, J., Antoni, V., & Damacena, C. (2021). Effect of Personal Values Similarity on B2B Relationship Value. Brazilian Business Review, 18(3), 278-296.
https://doi.org/10.15728/bbr.2021.18.3.3
Marôco, J. (2010). Análise de equações estruturais: Fundamentos teóricos, software & aplicações. ReportNumber.
Mascarenhas, O. A., & Higby, M. A. (1993). Peer, parent, and media influences in teen apparel shopping. Journal of the Academy of Marketing Science, 21(1), 53-58. https://doi.org/10.1177/0092070393211007
Micheletti, M. (2003). Why political consumerism?. In Political virtue and shopping (pp. 1-36). Palgrave Macmillan, New York. https://link.springer.com/chapter/10.1057/9781403973764_5
Netemeyer, R. G., Bearden, W. O., & Teel, J. E. (1992). Consumer susceptibility to interpersonal influence and attributional sensitivity. Psychology & Marketing, 9(5), 379-394. https://doi.org/10.1002/mar.4220090504
Pepper, M., Jackson, T., & Uzzell, D. (2009). An examination of the values that motivate socially conscious and frugal consumer behaviours. International Journal of Consumer Studies, 33(2), 126-136. https://doi.org/10.1111/j.1470-6431.2009.00753.x
Raajpoot, N. A., & Sharma, A. (2006). Perceptions of incompatibility in customer-to-customer interactions: examining individual level differences. Journal of Services Marketing, 20(5), 324-332. https://doi.org/10.1108/08876040610679936
Recuero, R. (2009). Redes Sociais na Internet. Porto Alegre: Editora Meridional.
Rössel, J., & Schenk, P. H. (2017). How political is political consumption? The case of activism for the global south and fair trade. Social Problems, 65(2), 266-284. https://doi.org/10.1093/socpro/spx022
Schwartz, S. H. (1992). Universals in the content and structure of values: theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25(1), 1-65. https://doi.org/10.1016/S0065-2601(08)60281-6
Schwartz, S. H. (1994). Beyond individualism/collectivism: New cultural dimensions of values. In U. Kim, H. C. Triandis, Ç. Kâğitçibaşi, S.-C. Choi, & G. Yoon (Eds.), Cross-cultural research and methodology series, Vol. 18. Individualism and collectivism: Theory, method, and applications (pp. 85-119). Thousand Oaks, CA, US: Sage Publications. https://psycnet.apa.org/record/1996-97151-003
Schwartz, S. H., & Bilsky, W. (1987). Toward a universal psychological structure of human values. Journal of Personality and Social Psychology, 53(3), 550-562. https://doi.org/10.1037/0022-3514.53.3.550
Schwartz, S. H., Cieciuch, J., Vecchione, M., Davidov, E., Fischer, R., Beierlein, C., ... & Dirilen-Gumus, O. (2012). Refining the theory of basic individual values. Journal of Personality and Social Psychology, 103(4), 663-688. http://dx.doi.org/10.1037/a0029393
Silva, T., & Salgado, T. B. P. (2016). Controvérsias em torno dos “Casais” de O Boticário: o acontecimento e a afetação dos públicos. Verso e Reverso, 30(73), 58-69. http://dx.doi.org/10.4013/ver.2016.30.73.06
Stolle, D., Hooghe, M., & Micheletti, M. (2005). Politics in the supermarket: Political consumerism as a form of political participation. International Political Science Review, 26(3), 245-269. https://doi.org/10.1177/0192512105053784
Teodoro, A. J. S., Silva, M. G., Vilas Boas, L. H. B., & Castro, A. L. O. (2021). Valores Pessoais no Consumo de Cafés em Cápsula. Consumer Behavior Review, 5(2), 288-306. https://doi.org/10.51359/2526-7884.2021.249263
Thøgersen, J., & Ölander, F. (2002). Human values and the emergence of a sustainable consumption pattern: A panel study. Journal of Economic Psychology, 23(5), 605-630. https://doi.org/10.1016/S0167-4870(02)00120-4
Wang, G., Dou, W., & Zhou, N. (2008). Consumption attitudes and adoption of new consumer products: a contingency approach. European Journal of Marketing, 42(1/2), 238-254. https://doi.org/10.1108/03090560810840998
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198-208. https://doi.org/10.1016/j.intmar.2011.11.004
Zúñiga, H. G., Copeland, L., & Bimber, B. (2014). Political consumerism: Civic engagement and the social media connection. New Media & Society, 16(3), 488-506. https://doi.org/10.1177/1461444813487960
Downloads
Published
Issue
Section
License
Copyright (c) 2021 CBR - Consumer Behavior Review
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright Statement
- The authors authorize the publication of the article in the journal.
- The opinions and ideas expressed in articles are the authors' sole responsibility.
- The authors guarantee that the article is not the result of plagiarism. Failure to do so may result in penalties for the situation.
- Editors can adjust the text and formatting to fit the article according to the journal's publication standards.
- The articles published are the property of CBR and are protected by copyright. However, authors can disclose and make their articles available for free.
