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The Influence of Social Media on Purchase Decisions in High Involvement Categories
Wilcox, Ronald T.; Black, Polly Technical Note M-0786 / Published August 9, 2010 / 9 pages.
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Product Overview

This note discusses how social media marketing can be used to influence the consumer decision process for goods and services. It links social media's influence to the different stages of the purchase process for high-involvement items. The material is suitable for MBA, undergraduate, and executive education students.


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  • Overview

    This note discusses how social media marketing can be used to influence the consumer decision process for goods and services. It links social media's influence to the different stages of the purchase process for high-involvement items. The material is suitable for MBA, undergraduate, and executive education students.

  • Learning Objectives