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BizReport : Social Marketing : December 12, 2007
Social shopping blogs taking off
Online shoppers are increasingly making use of new “social shopping” blogs this holiday season, finds new analysis by Nielsen Online.
Blogs such as Stylehive, ThisNext and Crowdstorm are becoming increasingly popular destinations for online shoppers researching holiday gifts. What the blogs all have in common is that they feature peer-driven product reviews and can quickly create online “buzz” for a popular product or brand.
"Bloggers' holiday gift recommendations have evolved from simple product reviews to be far more social in nature. Like media, retail seems to be moving from a broadcast model to one of consumer control," said (.pdf) Kate Niederhoffer, director of research methodology, Nielsen Online.
The “most-buzzed-about” e-tailer for week ending 2 December was Overstock.com, based on a rise in online mentions and inbound links, from influential blogs, of 122 percent week on week.
Orbitz.com came in 2nd with an increase of 97 percent, followed by JC Penney with 94 percent.
Tags: buzz, holiday, online shopping, peer-reviews, product reviews
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