10/17/2012

Brands as diverse as Sephora and the Boston Celtics are pinning their holiday hopes on social media sites such as Pinterest, which is valued for its outsized influence on purchase behavior. "Our Pinterest referrals spend 70% more than nonsocial channels, including search," says Wayfair rep Jane Carpenter. NBA franchises such as the Celtics as well as Major League Baseball are using Pinterest despite the site's female skew.

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