Summary
Forrester’s Buyers’ Journey Survey, 2025 uncovers key insights into the social media behaviors of global business buyers. Social media is a pivotal source of information and its platforms serve as a valuable place for interaction and validation — making it the most meaningful publishing channel for B2B companies. Although genAI search provides information quickly, buyers still seek more than simple convenience and strive for human interaction and validation. One in a series, this report outlines which buyers expect social media to be valuable in helping them make purchase decisions, as well as the types of information they prioritize.
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