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Richard J. George, Ph.D.'s RetailWire Blog
June 11, 2009
Offline WOM Still Where It's At
FROM RETAILWIRE:
Despite all the attention given to social networks, the medium doesn't appear to be driving consumer purchases yet. Given the trust issues, are marketers overestimating the potential of consumer blogs and chat rooms to drive purchases and build brands?
MY COMMENTARY:
I recently completed a research project focusing on the food shopping attitudes and behaviors of the older members of Generation Y (23 to 32 years old). When it comes to social networks usage by this group the results are as follows: Facebook = 63.4% MySpace = 46.6% LinkedIn = 16.8% Twitter = 8.8% Do not participate = 22.7% Further when asked how they are using these networks, they responded as follows: These results seem to underscore the potential influence of social networks and their influence on attitudes as well as behavior. In essence, the Internet, in general, and these social networks, in particular, have allowed every user to engage in "best practices sharing" when it comes to buying goods and/or services. The "wired" food retailer who monitors these sites is in the position to strengthen and in many cases, to develop a relationship as a caring, responsive marketer. |
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