Summary
Young online consumers — those ages 12 to 24 — wield and embrace peer influence even more than adults when choosing what products to buy. And young word-of-mouth (WOM) consumers offer a particularly potent mix of social influence and brand interest. Marketers will need to account for long-term value and network value to justify investment in this target. But invest they should, to create a test bed for how they will market in the future.
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