Studies suggest that upwards of three-quarters of online shoppers now discover products on social media. Yet while social enables discovery, three-quarters of consumers prefer to buy directly from the brand or retailer.
Much of Cialdini's work aims to reduce uncertainty for consumers. On social media, lack of trust may cause hesitation, but creators, influencers, and social proof elements like likes, follows, and comments provide reassurance.
Dr. Cialdini highlighted that brands should leverage social media by emphasizing their strengths such as scarcity, expert voices, and evidence of popularity.
[
add
]
[
|
|
...
]