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The research paper suggested that social media plays an increasingly important role in the way consumers shop, affecting their purchasing decisions, even in store.
"Consumers are using social networks in a sophisticated way, researching products, prices, promotions and other consumers' views, to validate their decision making. This is then influencing sales across all procurement channels - not just online," read IBM's paper.
The paper suggested that over 50 per cent of respondents with internet access between the ages of 16 and 64 currently use social networks to "assist with shopping decisions." Specifically, the report indicated that in addition to following retailers, 35 per cent confirmed that they used social network sites to read product reviews.
Originally posted by Serizawa
I don't think this will come as a surprise to anyone and it's been a hot topic for debate over the last couple of years. Will human beings finally realize they have the ability to make decisions on their own or will they continue to do as they see and buy in to trends/hype just for social acceptance?