What Influences Decision-Making
We all know word-of-mouth communication is one of the best ways to sell products and services. Having your friend or family tell you about a movie, shoes or restaurant is the best referral source, right? Not so fast.
The best influencer is still peer-related, but it is other people who have purchased the product or used the service and posted a review. People put more importance on reviews from verified users than they did on professional reviews.
The problem is getting satisfied people to post reviews. So marketing is not done after the sale. It extends until the person has posted a review and hopefully a positive one.
This study was conducted September 2019 (pre-COVID-19) by Horowitz Research.