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The impact of social-buttons on customer purchasing behavior in online shops

Irmela Schwab reports in leadDIGITAL on a study which discovered the great influence „social buttons” have on the shopping behavior of potential customers.

The study from the University of Miami School of Business Administration, has revealed that a social media icon, located next to a product, influences customer behavior towards a product purchase – even if the icon has not been consciously noticed:

  • If the product is one purchased predominantly in private, then 25 percent of customers prefer not to buy.
  • If, however, the online shopper is impressed with the product and proud of the purchase, the icons work as a positive influence, increasing the willingness to purchase by 25%, according to the study.

More to the study in the German article „Wie Social Icons die Kaufentscheidung beeinflussen“


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