Study Shows that Women Influence Men More Than Women
In my previous about, Social Media and the Power of Peer Influence, a study shows that consumers trust recommendations from peers from over all forms of advertising but content really spreads 5 to 1 on Twitter and 9 to 1 on Facebook.
In a recent BusinessWeek post they reported a study which shows that women are likely to influence more male than other women. Women sway more men to their Facebook recommendations than they do members of their own gender, suggests a survey that may help advertisers hone their online pitches. Women are also less susceptible to influence.
The research, published in the journal Science, tracked the use of an application to see whether one’s Facebook friends would adopt it. When women sent friends a notification that they had used the app, about 1 1/2 times more male friends acted on the information than females. Men, however, were 49 percent more influential in general.
“I think Facebook is in a unique position to improve its advertising strategy and focus on the social factors that influence its users, for example, looking at the influence of advice from peers on what to buy, or at incentives that direct the spread of advertising campaigns,” said Dylan Walker, co- author of the study and a research fellow at New York University’s Stern School of Business.
The study showed that people whose relationship status is “single” or “married” are more than twice as influential among friends as users whose status is “in a relationship” or “it’s complicated.” Influence on Facebook generally increases with age, with people older than 31 being 51 percent more likely to influence friends than people younger than 18.
It means that social media is becoming a great source for people when looking for recommendations as to what product to buy, which company provides an excellent service and which doesn’t. Companies and brand should focus their attention in getting to know their target market better by communications with them through these social networking platforms and understanding their purchasing behavior.
How has your buying decisions been influenced by women lately?