Study of social influence of publicity with Principal Components Analysis
Sofia D. Anastasiadou, Thanasis Vafeiadis

Abstract
Most models of consumer behaviour referred to the social influence of advertising as a key factor in the decision regarding the purchase of goods. "Advertising is a communication tool and its basic objective is to inform the public of goods, services, opinions or ideas. The presentation and disclosure of all the above to the public can happen through a media which is paid by the advertiser" (Gillian, 1982). The purpose of this investigation for the study of social influence of advertising is to examine how the social reality can determined, to integrate the consumer into a rich and complex web of social prestige and symbolic meanings (Jually, 1997) and contributes the perpetuation and reproduction of the social status quo. For the purpose of the survey distributed to students at the TEI of Thessaloniki questionnaire was validated for both reliability and its validity. The analysis of survey data, we used the Principal Components Analysis. The results show that when the social dimensions incorporated into ads, these can be more effective. This is the reason why this work attempts to analyze in depth the implications of the influence of social context on consumer behaviour.

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