New Study Finds Facebook and Twitter Symbols Subconsciously Influence Online Buying Decisions

The display of a social media icon such as a Facebook “Like” button or a Twitter symbol on a shopping website increases the likelihood that consumers will buy some products, and reduces the likelihood that they will buy others. That is a key finding of a study conducted by the University of Miami School of Business Administration, Empirica Research, and StyleCaster Media Group as part of the State of Style Report.

The study found that consumers who saw a social media icon near a product that might embarrass them were significantly less likely to buy that product than those who saw the same product without the icon. On the other hand, consumers who viewed products they would be proud to show off were significantly more likely to buy than those who saw the same product with no such icon.

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