Social study of consumer behaviors contagion in social networks

This study seeks to investigate the contagion of consumption behavior in social network of dormitory students of Shahid Beheshti University. The research method and research tool is a researcher-made questionnaire that was conducted on 281 students of Shahid Beheshti dormitory in Tehran who were selected through non-probabilistic random sampling. Based on explanatory findings; There is a significant relationship between contagion of consumer behavior and social network’s functional characteristics (r = 0.53), interactive characteristics (r = 0.35) and structural characteristics (r = 0.32). Also, according to t-test, young, single and female respondents are more inclined to spread, transfer and exchange information about consumption, how to buy and their consumption pattern. Similarities in patterns of behavior and consumption, which are often accompanied by gatherings in specific places and even similarity of value and mental patterns, can be the starting point for acquaintances who turn into social networks as weak links. At the same time, another aspect of social cohesion resulting from a similar lifestyle is the transformation of lifestyles into subcultures.

کلیدواژه ها:

Consumer Behavior contagion ، Social Network ، Functional Features ، Interactive Features ، Structural Features ، Contagion ، Viral marketing