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Tracking the social route to sales

New research finds a link between social media activity and purchasing and suggests that brands can measure how theirs is affecting customer behaviour.

More than four in 10 social media users have purchased an item after sharing or indicating they like it on Facebook, Twitter or Pinterest, according to new research seen by Marketing Week. 

Market research agency Vision Critical conducted more than 5,000 interviews about social media and purchasing across its panels in the US, Canada and UK.

It finds that half of all social media-related purchases take place within one week of the interaction. This includes likes, comments and sharing on Facebook, tweets and retweets on Twitter and pins and repins on Pinterest. Over 80 per cent of the purchases occur within three weeks of the interaction.

Read the full article from Marketing Week