Social Media Buttons Can Influence Purchases Up To 25%

Mon 5 March 2012 16:00, Vitto Christaldi

Social Media Buttons Can Influence Purchases Up To 25%

The display of social media buttons (such as Facebook “Like” and “Tweets”) on a site could subconsciously influence customers to purchase products, according to the recent study conducted by The University of Miami School of Business Administration. Yet, this conclusion only applies to products that consumers feel likely to be proud of for buying (for example: sportswear or fragrances). For products that are more, let’s say, “private”, the display of social media buttons on the product pages might lead costumers to NOT purchase the products!

However, how much can social media buttons influence products purchases? Well, the research says the presence of Facebook “Like” and “Tweets” buttons can increase purchases up to 25%! On the other hand, those buttons can also result to 25% purchases decline for products that people are most likely to feel embarrassed to buy!

For me, the conclusion is very logical! Social media is more or less a platform for people to brag about their life, even for small achievements like “I just did 5 sit ups and now I am feeling very healthy!” So of course, it is more likely that people proudly share the products that they buy on social media, especially if the products are “cool” or “hot/trending”! The other way around, when the products are considered by the public as “private” (such as diarrhea medicine), seeing social media buttons on the page might scare the customers off! In customers mind “How if it automatically links to my Facebook or Twitter profile and everyone knows that I am having diarrhea?” (Although it will not happen of course, for social media cannot just link it to users’ profiles without users’ permissions). Well, that’s my opinion. How about you?



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