Northeastern: When It Comes To Social Media, Consumers Trust Each Other, Not Big Brands

Northeastern: When It Comes To Social Media, Consumers Trust Each Other, Not Big Brands. “In a paper published online in the Journal of Marketing, Northeastern marketing professor Koen Pauwels and his research colleagues describe the impact of social media on stock market performance via three consumer mindset metrics: brand awareness, purchase intent, and consumer satisfaction. What they found is that all social media posts are not created equal.”