Study: Professional influencers key to purchase decisions

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Kansas City, Mo.—A new study shows that recommendations from professionals can be the single greatest influencer in the buying decision process.

According to the “Professional Influencers Research Study,” conducted in June by Geoff Howe Marketing Communications and Persuadable Research, 60% of 400 respondents gave professional recommendations a “top box” rating (that is, either an 8, 9 or 10, with 10 being the most important) as most influential in their decision to purchase.

This compared with “top box” ratings of 51% for reviews, 20% for print articles and 17% for a company’s Web site. Receiving the lowest scores were social networking sites, message board posts, personal blogs and wikis, according to the study.

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