Viewpoint: Social media research: developing a trust metric in the social age
Gaëlle Bertrand
Precise
Few theoretical purchase decision models recognise the influence of social media on consumer decisions. A really interesting revision of the consumer decision process, penned by McKinsey, recently did however. It acknowledges this influence, by referring to it as ‘bonding’, further confirming that brands can no longer ignore the impact social media has in triggering consumer choices, and influencing their perception and trust in brands.
Peer recommendations already play a significant part in the ZMOT, or Zero Moment of Truth – a phrase coined by Google...