ABSTRACT
If you listen to many marketers, you’d think that marketing in the twenty-first century is driven totally by social media. In June 2014, Gallup released a report that noted only 5 percent of more than eighteen thousand U.S. consumers polled said social media had a great deal of influence on their buying decisions. In fact, 62 percent of those surveyed said social media had no influence at all on what they chose to buy.1
