Social Media's Role in the Shopper Journey

With social media's growth to near-constant use by many, brands have made social media marketing a major part of their strategy. Medallia Market Research surveyed US consumers to understand their most recent product purchase and draw comparisons between those who found out about the product first through social media vs. not.

We explore:

  • length of time and amount of exposure from discovery through purchase
  • platform use and generational differences
  • product satisfaction and post-purchase customer service interactions
  • influencer-based vs. standard advertising
  • general sentiments about the shopping process directly through social media platforms
  • sentiments on potential changes to social media platforms in the future - including mandatory ad viewing in Instagram or a potential ban on TikTok