![]() ![]() “Just as people use money to buy products or services, they use social currency to achieve desired positive impressions among their families, friends, and colleagues,” writes Berger. People share things that make them look good to others. Yet, according to research by the Keller Fay Group, only 7 percent of word of mouth happens online. Word of mouth is the primary factor behind 20 percent to 5o percent of all purchasing decisions. ![]() ![]() These principles can be compacted into an acronym.
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