Author(s): Asokan Durai
Learning about consumption, brand preferences and purchase decision involves product involvement. Based on need and values, the involvement occurs during the buying decision process. Consumers having involvement are more likely to purchase product as a reaction to marketing and advertisement stimuli. Therefore, peer communication and product involvement impacts product attitude of a consumer and their purchase decision making process. Product involvement happens among consumers in social media through computer aided networks which entails the interaction among individual consumers on product or service. Thus product involvement decides on how individual consumer interacts about product or service in social media.