Word of Mouth Provokes Brand Switching
After price, college students are most likely to be swayed by friends' recommendations when it comes to making brand switches, according to a recent Burst Media survey of 800 18- to 24-year-olds.
Research Findings:
* 48.5% named friends' recommendations as the leading factor in brand switching (60.5% chose price)
* Females surveyed (55.6%) were more affected by friends' recommendations than males (41.5%)
