Marketers at fashion brands, just like everyone else, have to deal with management asking if social media  really matters, whether it influences purchasing – and frankly, I wanted to validate that my instincts were correct.  So NetBase commissioned a consumer study with Edison Research of a representative sample of women over 18 years of age in the United States who have a profile on one or more social networks. The sample of 1,005 women was collected in May 2013 and is weighted to the national U.S. population of adult female social media users.

And, guess what I found out? It DOES matter…but not necessarily where you might think. Facebook is still a gold mine when it comes to insights and engagement with consumers…but I found it absolutely fascinating that message boards, forum and blogs play a very important role when it comes to fashion forward women, or as we call them: fashionista’s decision before purchasing.  We also found that Twitter does not top the list, in fact was as low as 5th or 6th on the influence ranking.  So as a brand or retailer this should give you tips for where to listen and where to join the conversation and where to place your digital campaigns.

To break up the massive amounts of data we found, we developed the infographic below, and if you want to dig into the whole report click here.

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