<![CDATA[With the significant development of social media platforms, Instagram is now becoming a social media platforms that not only allows users to share photos or videos but also their opinions and experiences in consuming products or services. This then makes social media able in facilitating users to engage in electronic word-of-mouth (e-WOM). By using consumer socialization approach, this research explores whether peer communication, relation and attitude towards the brand, and Instagram usage behaviour can influence e-WOM in Instagram. The statistical populations are 240 respondents who are sampled by purposive sampling technique. This research tests three hypotheses with logistic regression analysis and finds that peer communications, relation and attitude toward the brands, as well as Instagram usage behaviour influence e-WOM intention positively and significantly. This research also gives some managerial implications and some recommendations for future research.]]>
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