The Influence of Social Media on Purchas...
Wilcox, Ronald T.;...
The Influence of Social Media on Purchase Decisions in High Involvement Categories
Wilcox, Ronald T.; Black, Polly
M-0786 | Published August 9, 2010 | 9 pages. Technical Note
Collection: Darden School of Business
Product Details
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 process for high-involvement items. The material is suitable for MBA, undergraduate, and executive education students.
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