Peer influence in social media

This literature review will go through the relatively new field of study of peer influence in social media. The neurological study of electronic peer influence can be used to explain why users engage in social media, why social media marketing is effective and why the so-called influencers emerge amongst the social media users. The communication amongst the peers, word-of-mouth, was also a factor in the study. The review was conducted by studying the few peer influence social media studies that currently exist, as well as supporting subjects of word-of-mouth communication, the tie strength research and the endorser/product fit, which are the theories that support the idea of the social media influencer effect