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Digital and Social Media In the Purchase Decision Process

A Special Report from the Advertising Research Foundation

Todd Powers, Dorothy Advincula, Manila S. Austin, Stacy Graiko, Jasper Snyder
DOI: 10.2501/JAR-52-4-479-489 Published 1 December 2012
Todd Powers
Advertising Research Foundation,
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  • For correspondence: todd@thearf.org
Dorothy Advincula
comScore,
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  • For correspondence: dadvincula@comscore.com
Manila S. Austin
Communispace,
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  • For correspondence: maustin@communispace.com
Stacy Graiko
Firefly Millward Brown,
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  • For correspondence: stacy.graiko@fireflymb.com
Jasper Snyder
Converseon,
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  • For correspondence: jsnyder@converseon.com
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ABSTRACT

This study is an excerpt from a larger work that explores changes in the purchase process for consumer goods (automobiles, electronics, and groceries) brought about by digital and social media. Commissioned by the Advertising Research Foundation; conducted by Communispace, comScore, Converseon, and Firefly Millward Brown; sponsored by General Motors, Google, Kraft, Motorola, and Young & Rubicam; and with guidance from Duke University's Fuqua School of Business, the qualitative, quantitative, and social-listening research was conducted in 2011. Findings indicate that digital and social media have empowered consumers and that brands have an important role in facilitating conversations among consumers and themselves, openly sharing the values that will help consumers connect with them and with one another.

  • © Copyright 2012 The ARF. All rights reserved.

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Vol 52 Issue 4

Journal of Advertising Research: 52 (4)
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Digital and Social Media In the Purchase Decision Process
Todd Powers, Dorothy Advincula, Manila S. Austin, Stacy Graiko, Jasper Snyder
Journal of Advertising Research Dec 2012, 52 (4) 479-489; DOI: 10.2501/JAR-52-4-479-489

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Digital and Social Media In the Purchase Decision Process
Todd Powers, Dorothy Advincula, Manila S. Austin, Stacy Graiko, Jasper Snyder
Journal of Advertising Research Dec 2012, 52 (4) 479-489; DOI: 10.2501/JAR-52-4-479-489
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