Many a marketer contemplates using user-generated content and other forms of social media. Despite evidence of truly good UGC campaigns, marketers continue to express doubt about the usefulness of UGC and social media.
Studies show marketers and consumers doubt UGC and social media
The E-Commerce Times reports today on a JupiterResearch study released Saturday. The study stated that “The majority of online shoppers who have used social and community sites while researching and purchasing do not believe that such sites affected their purchase decisions, and few online shoppers said they spend incrementally more due to their use of social and community sites.”
JupiterResearch analyst Patty Freeman Evans told the E-Commerce Times: