Word of mouth research: WOM’s critical role in tech purchase decisions

Tech decision makers give user-generated sites equal importance to traditional media sources when considering tech purchases, according to a recent study by Hill & Knowlton and highlighted in PRWeek. The study went on to show that word of mouth was the second-most important factor in making a decision, behind only “personal experience.”

Other findings:

  • 67% consider the recommendation of industry analysts to have the biggest impact on the perception of a company
  • Only 17% considered traditional advertising influential in making a decision

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