2. one
Introduction
With the rise of individualism in our society and the substitution of face-to-face
communication for wireless, one could easily assume that we rely less and less on
personal interactions and the opinions of friends as we move forward in life.
This would be a safe assumption if it wasn’t for the rise of social media sites
allowing these seemingly independent consumers to connect to each other
anywhere, anytime and for any reason. Networked computers are “revolutionising
how people interact by offering a virtual space where people with common
interests can communicate with each other electronically1.
Ironically, it appears that social media is friendship’s natural adaptation to continue
existence alongside this changing consumer lifestyle. Consumers can now live
independently but take their friends with them anywhere and everywhere; for
whatever reason and ask for purchasing advice on demand.
Because consumers have turned away from traditional advertising means and
can reach any type of friend on a 24 hour basis, brands are left struggling to reach
their audiences through the most appropriate online spaces with the right selling
messages and tactics.
This paper looks at why social media networks are needed to promote brands
among contemporary consumers and includes tips and tactics to effectively
harness these online networks to connect with your target markets.
3. Contents
The sociological aspect.........................................................3
Where did it come from?
The rise of interactivity
So what’s going on in there?
He said, she said, I want
I heard it through the grapevine.............................................7
Does it make it home?
Do I care?
Does the source make a difference?
It’s a gamble
I heard it from a friend
The journey’s the real fun
Is the source everything?
I’ll go with you!
Scratch mine and I’ll scratch yours......................................14
Two way techniques
Taking it up a notch
two
4. three
The sociological aspect
Today you’ll struggle to find a business whose management denies that social media:
• Allows online communities to be used as a venue for transmitting marketing
information
• Gathers likeminded individuals to protect and promote a brand
• Assists with recovery from negative publicity through large scale word-of-mouth
recommendations2
What you will find is that most businesses can’t explain how social media became such
a large scale phenomenon and who the driving forces were behind its rapid adoption into
the B2C process.
Where did it come from and where is it going?
Basically, social media sprung from a culmination of new technology, old-fashioned
curiosity and, of course the ageless reliance on the ‘friendship psychology’3. This
combination has made sites like Facebook, MySpace and Bebo so popular among
consumers today that its reach has expanded beyond tech savvy early adopting youth to
a changing make-up of technology users that extends beyond the pre-conceived age and
gender demographics. The work-related computer that dominated the older generations’
technological understanding has transgressed into other computer-enabling functions
including laptops, mobile phones and games consoles which now allow for emails, diary
entries, instant messaging, blogs and the list goes on4.
So what does this functionality mean? It means that consumers today are more
connected to one another than ever and predominantly by their own choosing. A 2003
publication for the Work Foundation’s iSociety project observed that, “the principle of
social software is to break down the distinction between our online computer-mediated
experiences and our offline face-to-face experiences”5. This obviously allows people
to capture their familiarity, their location, job, activities and interests and enhance their
activities across a broader scope of people. Consumers are fast preferring to engage
in these ‘safer relationships’, via a screen, where they can connect with a wider circle
of friends in a non-committal fashion6. What is interesting is that despite preferring
non-committed online relationships they are increasingly placing weight on the
recommendations coming from these sources rather than the tried and tested traditional
advertising means…but why?
The rise of interactivity
When you look at the main difference between traditional media and social media
it becomes clear that interactivity plays a crucial role in social media’s success and
increasing popularity. Interactivity essentially puts the control back into the hands of the
consumer. It allows them to decide what to see or buy, when, where, how and in what
order. Scholler and Shavvitt in 1999 described interactivity as giving an “invitation to
the consumer to make choices between different messages, between representatives of
different products and across different sites and forums7”.
5. Consumers’ rapid embrace of social media stems from the sad reality that
consumers have been filtered one-way advertising from companies for so long
with poor value in return that they are openly avoiding traditional advertising
with increasing success, either by using new technology such as social media
or by mental will alone. Over the past three decades especially, the blatant
misrepresentation of products through traditional advertising mediums has
culminated in negative consumer responses and decreased purchasing
behaviour8.
While it appears that interactivity and rising consumer bargaining power is on the
uptake among consumers worldwide, businesses have been on the back-foot,
employing defensive strategies in an attempt to control the electronic marketplace
rather than developing strategies to attain the short and long-term benefits of an
interactive environment9.
What companies are very slowly realising is that interactivity can provide the tools
to combat the decline in attention to traditional advertising by allowing consumers to
play a role in what and how products are bought to the market. By using social media
to engage with consumers to identify both latent and non-latent motivators companies
can present their products according to what the consumer wants.
So what’s going on in there?
So to understand what consumers want it’s important to understand that their
behaviour involves risk, in the sense that any action will produce social and economic
consequences that the consumer cannot anticipate with certainty but has some
degree of awareness about. Empirical research by Bauer found that to cope with
the hazards of buying, consumers have developed risk-handling strategies such as
the repeated purchase of the same brand10. The information age has since seen
the advent of more active strategies where consumers are able to seek additional
information such as from advertising in general media, narrow media and word of
mouth.
What proves most interesting is that the relations between socioeconomic risk and
personal influence were studied, using canonical analysis and it was found that the
higher the risk involved in a particular purchase decision, the greater the importance
of personal influence11. Furthermore the social risk contributed more than the
economic risk proving that promotional strategies should try to reach consumers
through personal channels rather than general media. So why do consumers
respond so much more to a personal recommendation, and is this a new trend, a
natural human pre-disposition or just a necessary development to cope with our
increasingly complicated lives?
four
6. five
He said, she said, I want
Dr Vincent Miller, assistant professor, University of Kent
To be honest, there is no simple answer to that question as even sociologists have
always found ‘friendship’ a difficult area of study. This is because friendship and
indirectly personal recommendations are always tied to something else: other
relationships and contexts such as work, leisure and family life. In this respect,
friendship is interwoven into almost every aspect of an individual’s life. This makes
friendship both fundamentally important, but at the same time perplexing as an area
of investigation.
It’s important to recognise that friendships are, much more than any other
interpersonal relationships we develop, a matter of choice. We may not be able to
choose our family, or have much choice over who we work with, but we have a much
wider degree of agency in choosing our friends and friendship groups. Because of
this choice, friendships are a reflection of our selves, and our choices in friendships
are fundamental to our and others’ perceptions of who we are or would like to be. In
this way, friendship has much in common with consumer products which are chosen
and purchased in order to say something about ourselves: both reflect our judgement.
As a result we tend to friend people we see as similar to ourselves, and often follow
their advice and recommendations.
Obviously, this can be seen in social networking websites, where lists or networks of
friends (and not, for example, personal information) occupy pride of place on personal
profiles. Situating oneself within a publicly displayed network of friendships is perhaps
the largest and most important of identity claims made in these contexts.
There can be no doubt that in everyday life, we interact with our friends, ask their
opinions, and get complimented or criticised on our tastes. Throughout history,
these kinds of interactions have been accomplished primarily through physical
proximity with others. However, many sociologists now claim that society has
become increasingly mobile and as such people’s social relationships have become
much more dispersed in terms of geography. As a result, these relationships
have increasingly become maintained through the use of digital communications
technologies such as mobile phones, texting, and the internet. As a result, the idea
of being socially present has begun to move from being together in the same place
at the same time, to something that can be maintained at a distance through the use
of digital technology. Thus, much of social interaction has moved from the co-present
and the physical to the mediated and the virtual.
Social networking websites are one attempt at establishing and maintaining social
presence with others when physical presence becomes a problem. They are another
way of creating and sustaining a sense of belonging and intimacy in a mobile and
uncertain world in which it is easy to become excluded or forgotten. As a result, it is
increasingly important for individuals to establish a social presence online as a way
to stay included in social life.This is true of businesses as well. If one can imagine
a social networking website such as Facebook as a kind of continual conversation
which helps to keep people together, it seems reasonable to suggest that it is vital
for consumer-oriented businesses to also be a part of that conversation, just as
they would like to be in offline environments. Social networking websites are part
of two important and novel elements of online culture which have both wider social
implications and relevance for consumer-oriented businesses.
7. Firstly, social networking and other kinds of social media are increasingly creating
a ‘participatory culture’ 12. That is, social media harnesses the power of collective
resources, knowledge, and collaboration. Sites such as Wikipedia and eBay, as
well as consumer feedback applications (for example, as used in hotel booking
on travel sites such as Expedia) increasingly harness ‘the wisdom of the masses’,
allowing people in disparate parts of the world to pool their resources, knowledge
and expertise together for common benefit. These largely anonymous online
environments create surprisingly high levels of trust among individuals who regularly
base purchasing decisions on the opinions and the feedback of others on such sites.
This being the case, more ‘anonymous’ online spaces such as Facebook should
engender even higher levels of trust among their users, and create an even more
influential environment in terms of consumer interaction and opinion.
Secondly, the online media environment is increasingly defined by ‘produsage’
and ‘prosumership’13. This means that consumers increasingly engage with media
and advertising on their own terms, and are just as likely to shape their own media
environment and experience by contributing to it themselves. Of course, blogging,
YouTube, and various online games are good examples of this kind of media-
savvy behaviour, but so are social networking websites. Much in the same way
that teenagers use their bedroom walls as spaces they can shape to display their
interests, affinities and creative acts, social network website users shape their virtual
social environments by creating photographs, videos, music, text, links to other web
pages, and to consumer products. Once again, it is important for businesses to
understand and interact with these new media practices in order to create a viable
online social presence and relevance in people’s lives.
Evidently, if you look at the role of social media on B2C from a sociological
perspective, it’s hard to ignore that friendships are fundamental to our and others
perceptions of who we are or would like to be. This evidently is reflected through our
purchasing habits...and at the end of the day this is why personal recommendations
in the online space can no longer be ignored by businesses looking to engage with
their key audiences.
six
8. I heard it through the
seven
grapevine
As consumers become more easily connected with one another and a growing
distrust of traditional paid advertising continues to develop, the word of mouth
amongst consumers and their friends will continue to play an influential role in
consumer purchasing behaviour. With this in mind Hotwire worked with research
house Vanson Bourne to question European consumers on their spending habits
in correlation with the use of social networks as well as their propensity to act on
the recommendations provided through these forums.
Does a social network recommendation make it home…?
The study into social networks and their product recommendations revealed,
perhaps most significantly, strong differences between not only the online habits of
consumers across Europe but the general familiarity and use of social networks as
a product information exchange. Looking at Figure 1, of all respondents surveyed,
French respondents claimed to have received the least product recommendations
through social networking sites with 55% receiving none compared to just 22% of
Italian respondents. This trend was then reflected through all product categories
with Italian respondents exposure to recommendations being almost double that of
their French counterpart.
Between 34-50% of UK, German, Italian and Spanish respondents had received
recommendations for either/both consumer products and chains of shops,
restaurants and bars compared to just 25% of French respondents in both
categories. This trend was further exacerbated in the financial services sector with
only 8% of French respondents being recommended a financial services product
via an online contact compared to 12-17% of UK, German, Italian and Spanish
respondents. Where French respondents did considerably improve in awareness
was entertainment products, with roughly a third of respondents receiving an
online recommendation compared to 39-59% of UK, German, Italian and Spanish
respondents.
These figures suggest that when it comes to online recommendations across
Europe Italian respondents are in a more visible and accepting online space to
receive these recommendations than their French counterpart. It also highlights
that of the European countries surveyed French respondents indicate that they
subscribe interest online to a far narrower scope of interests and corresponding
products than their European counterparts and would require a much more
targeted approach by businesses looking to generate word of mouth.
Yeah it’s been recommended but do I care…?
Focusing on consumer products, specifically in the UK as shown in Figure 2, it
can be recognised, and quite surprisingly so that of the UK respondents that had
received an online recommendation, a whopping 64% of respondents investigated
the product while only 26% made a purchase. Interestingly, within these figures,
of those that investigated the product, 50% were men and 75% were women, and
of those that made a purchase, 31% were men and 17% were women.
What does this mean? It means that although women are receiving fewer
recommendations through social media networks they are considerably more likely
to investigate the product further upon receiving such a recommendation. However
this investigation does not translate into purchasing numbers with men still almost
9. twice as likely to trust a recommendation and buy the product then their female
counterpart. It implies that the information women seek is not being provided
through online means, and although the recommendations are driving them to the
source, the information at this source, the final pitch if you will, may not be being
presented in a way that meets the individual’s decision making credentials.
Figure 1. In the last 12 months did United
friends you’re connected to Total France Germany Italy Spain
Kingdom
recommend you look at any of the (%) (%) (%) (%) (%)
following via social networks? (%)
Any kind of entertainment ( book,
46 39 36 48 59 50
film, sport, music, film etc)
Any kind of consumer product (e.g.
37 36 28 35 50 39
clothes brand, food item, car
A particular chain of shops, bars,
33 34 22 42 38 31
restaurants
Any kind of service (flights, car hire
21 16 17 15 36 24
etc)
Any kind of financial service
(insurance company, bank, 13 14 8 13 17 12
investment managers etc)
None of these 36 40 55 34 22 31
Figure 2. Having been recommended any kind
of consumer product (e.g. clothes brand, food Total Male Female
item, and car) - how did you react to the
(%) (%) (%)
recommendation?
I investigated it 64 58 75
I made a purchase 26 31 17
I passed on the recommendation 6 6 4
I ignored it 4 4 4
eight
10. nine
Does the source make any difference?
When looking at these recommendations, 70% of respondents received
recommendations from Facebook, 10% from Twitter and 6% from YouTube. Of the
Facebook users 67% were male and 74% were female. The clear majority achieved
by Facebook would appear to stem from its site set-up; providing consumers with
the understanding that their networks promote privacy and intimacy among contacts.
The reality that you choose your friends and are able to personalise the amount
of access they are given to your own profile works to promote the credibility of the
recommendations that do manage to reach you, compared to sites like Twitter and
YouTube where access is granted to anybody and everybody. It would appear from
these findings that the social networking resources that businesses use to target
consumers and begin the recommendation whirlpool, plays a fundamental role in how
that recommendation is received and acted upon.
Figure 3. Having been recommended any kind of
consumer product (e.g. clothes brands, food, cars etc) Total Male Female
on which social networking site did you see the
(%) (%) (%)
recommendation?
Facebook 70 67 74
Twitter 10 9 13
YouTube 6 4 9
Flickr 3 4 0
Badoo 1 2 0
Bebo 1 0 4
Friends Reunited 1 2 0
Linked In 1 2 0
MySpace 1 2 0
Orkut 1 2 0
PICZO 1 2 0
Sonico 1 2 0
11. It’s a gamble….
Looking again at those across Europe who did in fact make a purchase, what is
exciting is the fact that only 5% were less than £10, while 29% were between £50-
100. For companies Europe wide, this proves that recommendations for higher
end products are being readily absorbed into the consumer marketplace at a faster
rate than lower end products. This is even more prominent with UK respondents
whose average spend totalled £61.45 compared to Spain’s average spend of
£36.76, which was the lowest of European respondents. Furthermore, of the 5% of
respondents who spent more than £100, majority stemmed from the UK, with 16% of
UK respondents spending over £100, compared to 0% of French, Italian or Spanish
respondents. So although Italian respondents overall appear more willing to buy a
product based on a recommendation, these products tend to fall within the mid-range
price range. UK respondents however, who were slightly less likely to purchase on
a recommendation, when they do purchase, tend to go for higher end products that
have come recommended by a personal source.
Figure 4. Having been
recommended any kind of
United
consumer product (e.g. clothes Total France Germany Italy Spain
Kingdom
brand, food item, car) - what (%) (%) (%) (%) (%)
(%)
was the total value of this
purchase?
Less than £10 5 11 0 14 0 0
£10 - £25 36 21 38 29 33 59
£25 - £50 24 16 31 36 33 12
£50 - £100 29 37 31 14 33 29
More than £100 5 16 0 7 0 0
Base 75 19 13 14 12 17
Average Spend £45.57 £61.45 £41.35 £40.54 £43.33 £36.76
ten
12. eleven
I heard it from a friend…
Of those across Europe who had not received a recommendation from an online
source, 76% were committed to investigating the recommendation should they
receive one in the future. Not surprisingly only 3% committed to making a purchase
and again only 3% would pass on the recommendation. This demonstrates that
across Europe no loyalty can be assumed from those consumers who are unfamiliar
with this aspect of social media. Their responses across the board demonstrate
a strong commitment to investigate the recommendation from their own personal
stance, but they demonstrate little to no commitment to the actual product or
site in further promoting it through online recommendations to their own friends.
For businesses this means that when targeting consumers that are new to using
social networks and its recommendations businesses must ensure a pleasant user
experience to generate word of mouth buzz around its products.
Figure 5. If social network friends DID
recommend products or services via United
Total France Germany Italy Spain
your social networks, how do you think Kingdom
(%) (%) (%) (%) (%)
you would react? (%)
I would investigate it 76 % 58 % 80 % 82 % 73 % 89 %
I would ignore it 18 % 34 % 14 % 13 % 20 % 8%
I would pass on the recommendation 3% 4% 6% 0% 5% 0%
I would make a purchase 3% 4% 0% 4% 2% 3%
I’ve reached the destination…but the journey was the real fun….
So specifically, what about the UK consumers who in fact have received a
recommendation before? Well, 43% of those consumers committed to being more
likely to shop at a website after arriving through a social network or because of an
online recommendation. Of this number, 51% were men and 35% were women.
32% overall claimed that they would not be more likely to shop as a result of social
media and 25% did not know. Clearly social media is now playing a more important
role in product recommendation and is influencing a large portion of the consumer
population, particularly among male consumers to either buy products or by directing
them to at least view your products, thereby increasing audience span. These figures
do however suggest that at this point in time products must be advertised and
promoted across both traditional and non-traditional platforms to maximise audience
reach.
Figure 6. Are you more likely to shop at a
website after arriving through a social network, Total Male Female
or because of a recommendation made via a
(%) (%) (%)
social network?
Yes 43 51 35
No 32 28 36
Don’t know 25 21 29
13. Is the source everything…?
As aluded to in Figure 3 consumers are very obviously ranking their social networking
sites in terms of functionality, credibility and connections. Findings reveal that 79%
of UK respondents trust friends on Facebook to make a recommendation with 76%
of men and 81% of women agreeing. This kind of trust is not closely emulated
with Twitter, falling in 2nd place with 6% support and Windows Live/MSN with 3%
support. So basically this shows that although consumers may have numerous social
networking accounts they do not rate their contacts on each with the same esteem.
As mentioned earlier the more control the sites give you to pick and choose who you
connect with, the more weighting their recommendations are given and evidently the
more likely your product is to be chosen.
Figure 7. Which social network’s friends do Total Male Female
you trust the most to make a
recommendation? (%) (%) (%)
Facebook 79 76 81
Twitter 6 7 5
Windows Live/MSN 3 0 6
Bebo 3 0 5
Linked In 2 4 0
You Tube 2 3 1
Badoo 2 3 0
Friends Reunited 1 2 0
My Space 1 1 1
Flickr 1 1 0
Friendster 1 1 0
Netlog 1 0 1
Xing 1 1 0
Other 1 1 0
twelve
14. thirteen
I’ll go with you!
Finally we examined which social networking advertising was trusted by UK
consumers to make a recommendation. Once again Facebook won a resounding
majority with 66% of respondents trusting their advertising methods to recommend
a product, followed by Twitter with 4% and Bebo, Linked In and Badoo with 3%. On
this question it becomes very clear once again that Facebook and its functionality has
a considerable market share when it comes to consumer trust and influence.
There can be no doubt that consumers are, and will continue to, turn to one another
for assistance with both finding and buying products. The role social media plays
in connecting these consumers to one another on an international scale cannot
be underestimated. These figures demonstrate the need for businesses today to
recognise social media, accept that it’s here to stay and work with its functionality.
Social media will work to not only reach consumers and chant selling points, but to
engage with consumers to generate positive word of mouth and recommendations
about products that transcend even the most intricate and expensive promotional
programme.
Figure 8. Which social networking site’s Total Men Women
advertising do you trust the most to make
a recommendation? (%) (%) (%)
Facebook 66 65 67
Twitter 4 5 3
Bebo 3 0 5
Linked In 3 3 2
Badoo 2 4 0
MySpace 2 3 1
Windows MSN 2 1 3
Friends Reunited 2 1 2
Flickr 1 1 1
Orkut 1 1 1
You Tube 1 2 0
Friendster 1 1 0
Netlog 1 0 1
Xing 1 0 1
Other 1 1 0
I do not use any social networking sites
13 12 13
which feature advertising
15. You scratch mine and
I’ll scratch yours
So we have established that social media and the recommendations that stem from
it are valuable to businesses worldwide, but how do we successfully harness these
tools to reach our customer base and encourage them to promote our brand among
their online peers?
Two way techniques
1. Research your target audience in considerable detail. It is vital to understand
WHO your target audience is, WHERE they are and HOW to reach them
online. This does not mean just looking at their generic Facebook or MySpace
group. The best way to achieve an in-depth understanding of your target
audience is the age old technique of qualitative and quantitative research.
Look at blogs relevant to their interests, research their demographic traits,
follow links to other related websites and social pages and most importantly
begin to engage in these sites on a simple level in order to better understand
the psyche of the group and from this, develop suitable strategies and tactics
to gain their attention and loyalty and thus generate leads and promoters.
2. Decide what YOU want FIRST. Before engaging in any in-depth
communication with these groups you need to understand what your own
objectives are and how you aim to achieve them. As always these objectives
need to be SMART objectives: specific, measurable, attainable, and realistic
with a solid time frame. The key to successfully harnessing social media to
achieve business-related goals is having milestones in place. Milestones allow
you to recognise whether your resources and research are actually being
directed at a lucrative portion of the market.
3. DON’T use PUSH tactics! Many businesses are under the misconception
that once you have identified where your consumers are congregating in the
online space you just need to bombard them with your key selling message.
This is not the right tactic and will only get you barred from their social
media networks and rapidly diminish your brand presence. If you take one
thing from this topic it must be that social media has given consumers the
upper hand and purchasing behaviour is a two-way process. Share industry
commentary, appear to be a resource in topics relating to the consumer by
offering any services applicable to the consumer, i.e. seminars, video tutorials
etc. By building a relationship based on mutual respect you are developing
a far stronger foundation with your potential customers. And perhaps most
importantly, ask questions that will be sure to prompt a response from
customers...this will get the ball rolling.
fourteen
16. fifteen
4. Attract them to something worth seeing. Now that you have laid the foundation
you need to make sure the path leads to something worth seeing. Make
sure your company website, online shop or industry blog have something to
keep the consumer’s attention once they have decided that you may just be
worth their time. And don’t forget that interactivity is vital. Companies today
are successfully using blogs, YouTube, questions and answers, online press
offices and video testimonials to engage with consumers. More advanced
techniques also include using traceable URLs to gauge consumer habits and
the use of third-party applications to incorporate product and service reviews.
5. Be at one with your consumers. Your brand needs to live where your
consumers live. This means that the customer is no longer just at home
cooking dinner or on the bus to work... they are at the cafe browsing
Facebook, at work searching for contacts on Linked In or viewing commercials
on YouTube which means you need to be there too. Not only does existing on
these platforms increase your brand’s search capabilities, it helps increase the
credibility of your brand.
6. Twitter is not just for the young-hearted! Twitter, often surprisingly to many,
allows you to “hyper-target” those interested in your space through keyword
searches. It also can be used to improve your customer service mechanisms,
allowing real-time promotion and issues-response.
17. Taking it up a notch
Now if you are looking to take your strategy beyond the average social media
presence you may want to employ some more advanced tools as outlined by John
Hinkle’s Advanced Marketing Lifelines 14.
• Rich media - Using multimedia allows you to engage with your audience
on a deeper level. By providing company videos that outline corporate
culture, interviews with current employees and overviews of your products
and services online consumers engage with your brand, develop personal
opinions and relay those to their online communities in the form of either
recommendations or criticisms.
• Integrate offline and online advertising - It is important to make sure that your
communication mechanisms all point to one another in order to ensure the
continuity of your brand for consumers both online and off. Provide links to
your online profiles on all traditional media advertising and vice versa.
• Message adaptation - It is paramount to recognise the differences in social
media platforms and tailor your messages accordingly rather than using a
generic profile. It shows the individuality of your company and brand and
engages on a more credible level with those consumers viewing the profile.
• Local searches - Many companies today focus on the global market forgetting
the importance of segmenting that market to better target key audiences.
Don’t underestimate the importance of building a presence in local markets.
Particularly the ones your key competitors appear in.
• Contests and discounts - To go one step further than just using social media
as a two-way communication mechanism you can use it to generate contests
that encourage consumers to use virality as a requirement for winning. This
not only increases the circulation of your brand but actively engages the
consumer in your brand and company programs.
So there you have it, creating a basic social media presence is easy enough, but
successfully using that presence to encourage consumers to promote your brand for
you takes considerably more time. But once fellow consumers do choose to promote
your brand, you will reap the rewards of a considerably more lucrative consumer
base.
sixteen
18. seventeenReferences
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11 Perry, M & Hamm, B (1969) “Canonical Analysis of Relations between Socioeconomic Risk
and Personal Influence in Purchase Decisions), Journal of Marketing Research, vol.6, issue 1,
p.351-354
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