Co-evolution of consumers’ social network and purchase intentions: a network analysis study

Purpose This study aims to rigorously investigate the underlying mechanisms driving the alignment of consumption preferences of network members, distinguishing between social influence and social selection across two product categories – a high self-congruent product and a low self-congruent product. The research draws on the theoretical foundations of similarity-attraction and social influence literature. Design/methodology/approach The study uses a mixed-method approach, a qualitative study to support the conceptual framework, followed by a panel network analysis (stochastic actor-oriented modeling) to empirically test the relationships. Findings The findings elucidate the conditions under which social selection and influence operate – for high self-congruent products, both effects are present; however, for low self-congruent products, only social influence is present. Originality/value By empirically testing the bi-directional relationship between consumers’ consumption preferences and social network, the study identifies the boundary conditions for the manifestation of similarity-attraction and social influence, underscoring the critical role of self-congruence. The study contributes to the literature on the similarity-attraction effect, formation of strong ties and consumer well-being.