Influence of Social Networking on E-Business: A Quantitative Study

Purchasing decisions are often strongly influenced by people who the consumers know and trusts. Moreover, many online shoppers tend to wait for the opinions of early adopters before making a purchase decision to reduce the risk of buying a new product. Web-based social communities, actively fostered by E-business firms, allow consumers to share their personal experiences by writing reviews, rating reviews and chatting among trusting members. They drive the volume of traffic to retail sites and become a starting point for web shoppers.

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