Study: Influencers have big impact on social media sites

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Los Gatos, Calif.—So-called influencers who generate a disproportionate volume of the user-generated content on social media sites are not speaking to themselves alone. A new study by Rubicon Consulting reveals that those who dominate social media conversations are most likely to influence their peers’ buying decisions.

While the Rubicon study confirms that 80% to 90% of user-generated content is produced by less than 10% of users, it also finds that their online reviews drive more purchase decisions than newspaper articles, reviews by Web site editors or advice from store employees.

Only personal advice was rated as more influential by Rubicon’s panel of 3,036 Web users in the U.S., in the online study.

—Christopher Hosford

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