Charting the Industry: The ‘Highs’ and ‘Lows’ of Social ROI

Different Online Paths for Different Purchases According to an M Booth/Beyond study, the types of online channels reflect a different level of influence depending on the product type involved. For example, when researching a “high involvement” product like a car, consumers are more likely to be influenced by review sites, search and the brand’s own site. Consumers researching a less risky and less expensive “low involvement” buy are likely to be influenced by the more informal social platforms, such as Facebook and Twitter. Research on social media released in October 2011 by PR agency M Booth and digital shop Beyond gets enticingly close to answering questions about how followers impact a brand’s bottom line, and what it really means when a person likes or follows a brand. But does the study get close enough?

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