Salanik & Pferrer's social information processing theory addresses mechanisms by which peers influence individuals behaviour and attitudes. This includes the social information consisting of comments and observations made by people, who another individual considers relevant. This encompasses the notion of key opinion leaders, who are very influential in a peer group as they are perceived to have higher social standing, credibility and trust. Social media networking sites have allowed these individuals to filter information through to peers from either imagery posts on the popular Facebook and Instagram, or written posts on Twitter. Consumers will become aware of their peer's brand preferences and this can influence and change their perception of a brand. Instead of posting information themselves, many young consumers are concerned with reading and observing what other people are posting. This has an influence on consumer purchase behaviour, as young consumers are more inclined to purchase products that their peers are purchasing and posting. Through social-mediated communication, an individual can be influenced towards buying a certain brand. This will create brand loyalty within the individual.