Forget social media, friends and family drive purchases: study

Personal connection: It's not social media that drives consumers' decisions, but rather their friends and family, according to a new report.

PARIS: Although many companies are pouring money into social media to market their goods, the recommendations of friends and family remain the top driver of purchasing decisions, a study found. 

“Direct word-of-mouth recommendations from friends and family are by far the most important source of information for customers thinking about buying a product or service,” said a study by Boston Consulting Group.