How can simply browsing on Facebook influence the consumer decision making process?
Insights from research at HEC Lausanne-UNIL – While we now all agree that social media play an important role in our purchasing decisions, do we really understand their true side effects, which are more subtle but equally powerful? The recent research carried out by Tobias Schlager, professor at HEC Lausanne-UNIL, and his co-author Christian Hildebrand (University of St. Gallen), sheds light on the Facebook's conventional effect on consumers’ subsequent choices.