When it comes to community size, 54 percent of consumers agree that the smaller the community the greater the influence.
The survey findings also indicate that many of those consumers are turning to blogs when looking to make a purchase. Blogs were found to be the third-most influential digital resource (31%) when making overall purchases, only behind retail sites (56%) and brand sites (34%). In fact, blogs were found to be the fifth-most trustworthy source overall for information on the internet. YouTube, Facebook and Google+ are the most popular social properties for consumers.
With the big investments brands are making on the social platforms, consumers said keeping up with a company’s activities and learning about products and services were the top reasons for following brands on Facebook, Twitter, YouTube, Pinterest and Instagram.