Co. SocNet Posts Said Influencing Most Fans’ Purchase Decisions

There may be some hand-wringing about the ROI of social media marketing, but brand posts apparently can be a powerful influence in consumer purchase decisions, finds Market Force in a survey of 12,000 consumers in the US and UK to be released later this week. 78% of the US respondents reported that posts by retail, restaurant, travel, entertainment, and financial services businesses they follow on social media have had a moderate to highly influential effect on their purchase decisions. This was close to the proportion (81%) who said that their friends’ posts influence their decisions. Posts from friends are also a way for 3 in 5 US respondents to gather information or opinions about restaurants and retailers. (more…)