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Study Shows Recommendations Boost Sales
By: Dwayne W. Waite Jr.
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Consumers prefer to buy things that other people have. We know this; humans are influenced by their environment. We, as consumers, put a high value on social proof. Are we getting the good products? Will these products boost our social worth? Will we look good with these goods and services.

Naturally, then, when consumers that look like or shop like us buy and recommend products, we will more than likely follow suit.

Thankfully, the assumptions usually made can now be backed with research.

study coming out of the Universität Mainz in Gutenburg suggests that consumers purchasing products over leisure time are influenced heavily by other online purchases.

Yes, one of their studies suggested that online recommendations made a purchase 18 percent more likely, and the amount of spending increased by nearly 26 percent.

Certainly not chump change.

So what's the takeaway? Well, with the holiday shopping season racing towards us, brands want to make the biggest splash possible in terms of sales and revenue.

Based on the research, here's a tip. Get online, on the networks that your customers are on, and empower them to share information and content. Give your advocates use of your brand so they can share, and in turn, you'll receive sales.

Remember, you have to give some to get some.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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