Does Social Media Influence Consumer Buying Behavior? An Investigation Of Recommendations And Purchases

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Lukas P. Forbes
Lukas P. Forbes


Social Media, Product Recommendation, Services Marketing, Opinion Leader, Twitter, Facebook


This research investigates consumers who made a purchase of an item based on the recommendation of a peer or contact via social media (e.g., Facebook; Twitter). Using a sample of 249 consumer purchases, this research analyzes the type of product purchased, the cost of the item, and numerous other product dimensions related to the purchase. Results of the study, along with direction for future research, are presented.


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