(emarketer.com): Social media marketing relies on sophisticated forms of word-of-mouth, a medium highly trusted by most consumers. But even social media users prefer face-to-face communication to give and receive information about products and services. A survey conducted by BIGresearch for the Retail Advertising & Marketing Association (RAMA) found that in-person communication was social media users’ top impetus to start an online search for a specific item. Social media users were even more influenced by face-to-face word-of-mouth than average adults.
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