A research study on the role of relationships and the influence real (and digital) social networks have on brand choices and decision making.
Why Relationships
Matter in Communications
The role of relationships is critical to understanding the spread of ideas. Whether brand recommendations or misinformation, it is important to recognise that authentic and analogue social networks are hugely impactful on decision-making.
“It is becoming more difficult to meet new people.”
68%
OF ADULTS AGREE
“Friendships are
more important than romantic relationships .”
58%
82%
OF ADULTS BELIEVE
THEIR TRUSTED FRIEND INFLUENCES THEIR DECISION MAKING
AND BRAND CHOICES.
“Relationships are not only important to individuals’ happiness and health, but also to society and the economy. Strong, nurtured and authentic relationships can maintain social cohesion, spread new ideas and drive innovation.
For organisations, real-life social networks are central to understanding behaviour, and the sharing of information and brands.”