WOM Is Top Influencer in BtoB Purchase Decisions
When it comes to making purchase decisions, BtoB business executives are most influenced by word of mouth, according to a research report that was released last month. Sponsored by WOMMA member company Jack Morton Worldwide and conducted by WOMMA member company Keller Fay Group, the report shows that executives credit word of mouth with more than twice the influence of advertising. The research also suggests that business executives are extremely influential individuals because they are more likely to discuss and recommend brands than the general public.
Other findings:
* 50% of executives say they are highly likely to buy a product or service based on word of mouth.
* 49% pass the information they hear along to others.
* 75% say word of mouth occurs face-to-face, and 60% of word of mouth conversations include advice to buy, try, or consider a brand.
* 86% make recommendations based on personal experience.
Learn more (Jack Morton Worldwide)
Learn more (Promo Magazine)
