understand the drivers of online purchase decisions The growth of social media and e-commerce is well documented. Some 28% of all time online is now spent on social media networks, and online shopping is expected to hit 50% of total retailing by 2025. What is less well documented and less talked about is the profound […]

understand the drivers of online purchase decisions The growth of social media and e-commerce is well documented. Some 28% of all time online is now spent on social media networks, and online shopping is expected to hit 50% of total retailing by 2025. What is less well documented and less talked about is the profound impact of reviews regarding retailers and other businesses on social media. Recent research published by Moz.com found that 67% of respondents said that reviews published online, largely on social media, impacted their purchase behaviour. This is an important finding as the majority of businesses pay little, if any attention, to online reviews. Now that consumers have almost instant access to reviews on a plethora of media, it is increasingly important for all businesses to: Encourage positive reviews on critical media Understand what is being said in negative reviews Have strategies for countering negative reviews Research…