Morpace,a market research firm,surveyed Facebook users and found that 68 percent were more likely to buy a product or visit a retailer after seeing a referral from a friend.Which of the following concepts is at work in this example?
A) media multiplexity
B) social proof
C) two-step flow model of influence
D) social object theory
E) social contract

Question

Quizplus · Accepted Answer

Social proof is a psychological concept where people tend to follow the actions of others in an attempt to reflect correct behavior in a given situation. In this case, Facebook users are more likely to buy a product or visit a retailer based on the referral of a friend, indicating social proof at work. None of the other concepts listed directly address the influence of friends' referrals on purchasing behavior.

Morpace,a Market Research Firm,surveyed Facebook Users and Found That 68