83% of consumers say recommendations make them more likely to purchase Research has found that 83% of consumers say that recommendations make them more likely to purchase a product. Recommendations also make consumers more likely to share a post or any information – online or offline. Among other things, this is solid evidence that word […]

83% of consumers say recommendations make them more likely to purchase Research has found that 83% of consumers say that recommendations make them more likely to purchase a product. Recommendations also make consumers more likely to share a post or any information – online or offline. Among other things, this is solid evidence that word of mouth – online or offline – works. This is evidence of the power of social proof.  Social proof, also called social influence, is considered prominent in ambiguous social situations where people are unable to determine the appropriate mode of behaviour. It is driven by the assumption that the surrounding people possess more knowledge about the current situation. Social proof is a type of conformity.Social proof can be manifest in: An expert’s stamp of approval A celebrity endorsement User testimonials Business credentials Earned media Social media shares  Content posted that incorporates social proof is more likely to…