THE INFLUENCE OF PEER PRESSURE ON CONSPICUOUS CONSUMPTION WITH ELECTRONIC WORD OF MOUTH (eWOM) AS AN INTERVENING VARIABLE

Mutia Arda

Abstract


This study aims to examine the influence of peer pressure on conspicuous consumption, with electronic word of mouth (eWOM) serving as an intervening variable. In the digital age, consumer behavior is increasingly shaped not only by direct social interactions but also by virtual peer influence through social media platforms. Peer pressure, particularly among youth and digital-native consumers, often leads individuals to engage in conspicuous consumption to gain social approval. This research employs a quantitative approach using survey data collected from active social media users who frequently engage in product-related discussions online. The results show that peer pressure has a significant positive effect on conspicuous consumption, and this relationship is partially mediated by eWOM. The findings suggest that eWOM intensifies the impact of peer pressure by amplifying social comparison and visibility of consumption behaviors. This study contributes to the understanding of digital-era consumer behavior and offers insights for marketers aiming to build socially engaging brand strategies.


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DOI: https://doi.org/10.3059/insis.v0i0.29428

DOI (PDF): https://doi.org/10.3059/insis.v0i0.29428.g14840

DOI (PDF): https://doi.org/10.3059/insis.v0i0.29428.g14841

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