The more a shopper is able to research a business or product online through social media channels, the more likely they are to make that purchase. Since people trust peer recommendations over any form of advertising and since they are spending close to 1/4 of their time online on social media, it only makes sense for businesses to interact with customers and potential customers on social media. Here is an infographic from the folks at SocialAnnex giving us more insight into how shoppers use social media to research before buying.
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