A recent study of buying behavior based on FaceBook-based marketing is a clear demonstration of the psychology of persuasion, specifically social proof. In Robert Cialdini’s seminal work, Influence: The Psychology of Persuasion, he notes the importance that social proof (one of the six pillars of influence) playing in a decision process. This first of a kind study now gives credence, albeit small, that social tools have a measurable impact on buying.
Last year, ComScore profiled the average spend at Target stores across the general population, compared to the average spend from Facebook fans and friends of fans. The research determined that fans of Target on Facebook were 97% more likely to spend at Target, and friends of fans were 51% more likely than the average population to spend at the retailer (the brand has over 18 million “likes”).
A corresponding study from March used a test and control methodology that aimed to quantify incremental purchase behavior that could be attributed to social media exposure. Research showed that fans who were exposed to Target’s messaging versus fans who weren’t exposed were 19% more likely to buy at Target. Friends of fans who were exposed to the retailer’s messaging were 27% more likely to buy at Target than those not exposed.
While both studies clearly demonstrate the social proof is playing an important, measurable roll, the second study is significant. It demonstrates that indirect influence, if properly triggered, can be a causation for buying. This is the kind of study that platform developers have been searching for, ones that enable measurable social commerce. But this should not come as a surprise to anybody who has studied Cialdini’s work, as it is only one more field study supporting the cause.
Dr Jerry A Smith 