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The Influence of Social Media on Purchase Decisions in High Involvement Categories

Wilcox, Ronald T.; Black, Polly

M-0786 | Published August 09, 2010 | 9 pages. Technical Note

Collection: Darden School of Business

This note discusses how social media marketing can be used to influence the consumer decision process for goods and services. It links social media's influence to the different stages of the purchase ... Read More