The social sphere continues to demonstrate how word of mouth can positively and negatively serve retail brands, but its potential for search and gift guiding is coming to life in the months moving toward holiday.
Online shoppers have indicated that they’re increasingly tapping social networks for gift ideas, as 27% of holiday shoppers last year used social networks for clues on what gifts to buy friends and family, according to eMarketer. Even more online shoppers are expected to tap social networks like Facebook for gift-giving ideas.
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