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%…
Tag Archives: purchase decisions
Word of mouth research: WOM’s critical role in tech purchase decisions
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Word of mouth research: Online word of mouth conversations about customer service drive purchase decisions
In a study of more than 300 internet users, the Society for New Communications Research reveals how customer care experiences lead to online word of mouth conversations. The findings include: 74% choose companies/brands based on others’ customer care experiences shared online 81% believe that blogs, online rating systems and discussion forums can give consumers a…
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