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Is it a norm for consumers to check a business’s social media accounts before making a purchase decision?
I have a habit of checking a business’s social media accounts before deciding on purchasing a product, app, service, etc.
When their socials haven’t been updated for a long time, I get doubtful and it would be a turn-off. My worry is that the business is no longer active or if they’re still active, their after-sales support might suck.
I’m curious to learn if this is a norm. Do you check a business’s social media account before buying their product or service?
I work in the digital marketing industry, so I think it’s natural for me to think about checking social accounts for “credibility”. What about people not in the digital/social media marketing industry? Do they care?
I tried searching for recent studies on this, but can’t good ones.
Any insight is appreciated!
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1 Reply
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Yes, it has become increasingly common for consumers to check a business’s social media accounts before making a purchase decision. Social media platforms provide a window into a business’s brand, products, and customer interactions. Consumers often use social media to gather more information about a brand, assess its reputation, read customer reviews, and get a sense of its overall credibility and authenticity.
By checking a business’s social media accounts, consumers can gain insights into the brand’s values, the quality of its products or services, and how it engages with its audience. Additionally, social media platforms allow customers to directly interact with the brand, ask questions, and seek clarification, which can influence their purchase decisions.
Having a strong and active social media presence has become crucial for businesses as it allows them to connect with their target audience, build trust, showcase their offerings, and address any concerns or inquiries. Therefore, businesses should strive to maintain engaging and informative social media accounts to positively impact consumer purchase decisions.
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I can’t say that I’ve ever sought out a brand’s socials to determine if I’ll purchase. If I’m already on IG when I get an ad of interest, I will go to their profile.
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