Social media trends: Fictional characters, peer power

07/29/2013 | Convenience Store News

Mintel analysts Gabi Lieberman and Lizz Martinez identify five ways social media is influencing shopper behavior. Among them, shoppers increasingly seek purchasing advice from the online community, marketers use fictional characters like Flo of Progressive, and campaigns turn to innovations such as the "Do Us a Flavor" effort from Lay's, which highlighted regional preferences.

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