Sony is combining information from customer social database Pursway Connect with its customer data to identify its most influential customers and their effect on friends' purchasing decisions. The analysis showed that friends of influential buyers are 5.3 times more likely to buy that same electronic product. "The ripple effect of an influencer is significant, consistent and measurable. This is because people trust the decisions of an influencer," Pursway co-founder Ran Shaul said.
Published in Brief: