"Social media campaigns should influence buying decisions"

I would say campaigns that encourages buying decisions initiated on facebook or any other social media platform like register and be a fan of a product and get discount on the price have a direct impact on sales and results of such campaigns are measurable also. If we can track the number of actual buyers using this discount, we can have clearer idea of the impact of social media on actual buying. All other digital analytics ultimately assumes that "buying would be influed by the social media campaign"

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