Close Friends Influence Your Buying Habits
https://forbusiness.snapchat.com/l/it-it/blog/circles-of-influence-why-close-friends-matter-most-1/
The article cites recent research that finds key statistics that reveal just how much close friends influence your buying habits. For example, 93% of participants say they buy products that their close friends recommend, and 62% learn about new brands from close friends. Most importantly, 87% say close friends are the most influential factor in purchasing decisions. The study interviewed people and one person summarized the overall reason for the study’s result: “I value my best friends’ opinions because we know each other inside out. We have earned each other’s trust and give one another the best advice.”
This article elaborates on the cascade of behaviors and adoptions that we’ve been learning about in class. For example, we learned in class that strong ties influence people’s immediate thoughts and behaviors, while weak ties give us diverse and eclectic information. We trust our close ties, and we have history with them to be confident in their decision-making. Thus, we’re more open to your close ties’ adoptions of new products/services/ideas.