People Want To Buy Cool Things Online But Only If They Can Tell Their Facebook Friends About It
6:19 pm, March 1st | by Hillary Reinsberg
Do you share your best online purchases on Pinterest but make sure not to post an embarrassing Facebook status update about purchasing new underwear? You probably do, a study says. And online retailers should take note!
The study, conducted at the University of Miami’s business school, found that people are influenced in their online buying based on the social media icons they see on the page. If social media icons were present on the page, people were likely to buy items they’d be okay with sharing, but they were less likely to buy items they wouldn’t want to share. Basically, if there’s a social media icon present, you’ll buy a shiny new iPad (so cool you’re hoping it’s “accidentally” published to your Facebook timeline), but you probably won’t buy the series box set of Joey (so embarrassing you’d rather not have it than risk accidentally tweeting it).
It’s interesting in terms of assessing our own behaviors as shoppers, but it’s even more interesting to online retailers. Can you imagine if Amazon started removing the social media buttons from only certain pages?