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What drives purchasing decision making on social networks?

What drives purchasing decision making on social networks?

  • 84 percent of people rely on online reviews as much as their friends' opinions.

  • In making purchasing decisions, messages on social networks can be effective in motivating buyers in the B2B segment.

  • Read: Types of effective publications on social networks.

Motivating consumers to choose a product or service instead of selling the competition is an important challenge that must be overcome. For this, there are multiple elements that can be used by different brands and companies, for example, be given the task of highlighting the characteristics and benefits of the product / services or manage a more accessible price. However, the elements that consumers consider most relevant when making purchase decisions also come into play, for example, in the case of the B2B market, the LoSasso firm indicates that 34 percent of the buyers in this segment indicate that its purchase decisions depend mainly on the characteristics of the product or service, another 27 percent stand out for the price as the main factor and 39 percent more for the brand.

However, in addition to the above (following the case of the B2B segment), another important element involved is the opinion and experience shared by other consumers. And it is that thanks to the advance of the digital world, it is easier to meet the opinions expressed about a company and its offer, which should undoubtedly be considered, because as highlighted by Inc., up to 84 percent of people trust in you review them online as much as in the opinions of your friends.

A space where it is undoubtedly easy to meet the opinions of consumers is social networks, however, within these channels there is an interesting phenomenon that is the level of influence that the different messages expressed on brands and their products can have.

As we highlight in this day's chart, there are different types of messages and sources that may be more important or valuable than others for consumers looking to make a purchase decision. For example, in the case of LinkedIn, for buyers, publications made by users of the product or service are more important. On the other hand, in the case of Twitter, user opinions are just as important as the messages published by the brands themselves.

In each case, with the different social media platforms (the most important of today), there is some variation between the usefulness of certain sources of information in these channels, although interestingly, the opinion leader messages show a percentage considerably lower than sources such as publications made by companies and conversations between friends and colleagues. This data shared by a Global Web Index study may even lead to the assumption that actions such as resorting to influencers for the Business To Business segment are not as effective in motivating purchasing decisions.