Digital and Social Media In the Purchase Decision Process
本研究基于2011年对汽车、电子产品和食品杂货的调研，发现数字与社交媒体增强了消费者权力，品牌应主动促进与消费者的对话并共享价值观。
<h3>ABSTRACT</h3> This study is an excerpt from a larger work that explores changes in the purchase process for consumer goods (automobiles, electronics, and groceries) brought about by digital and social media. Commissioned by the Advertising Research Foundation; conducted by Communispace, comScore, Converseon, and Firefly Millward Brown; sponsored by General Motors, Google, Kraft, Motorola, and Young & Rubicam; and with guidance from Duke University9s Fuqua School of Business, the qualitative, quantitative, and social-listening research was conducted in 2011. Findings indicate that digital and social media have empowered consumers and that brands have an important role in facilitating conversations among consumers and themselves, openly sharing the values that will help consumers connect with them and with one another.