Inc. interviews UB marketing expert on how social media influences consumers to buy

Published March 29, 2013

Ram Bezawada, assistant professor of marketing in the School of Management, was quoted in a story on Inc. about his new study showing that customers who interact with retailers through social media buy more than other consumers. Bezawada believes the measurable results will prove a powerful resource for retailers attempting to strike a balance between traditional and social media marketing. “Companies can actually plan their marketing budgets based on what kind of response they get,” he said. “If sales increase by a certain amount they can allocate more dollars to social media, and their budgets are optimized.”

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