Magazine article ADWEEK

Women of Influence: Most Women Share Their Favorite Brands Online. but Who among Them Wield the Most Influence? Hint: It's Not the 'Spiritual Providers.'

Magazine article ADWEEK

Women of Influence: Most Women Share Their Favorite Brands Online. but Who among Them Wield the Most Influence? Hint: It's Not the 'Spiritual Providers.'

Article excerpt

The chattiest aren't always the most helpful to brands

Research from AOL and Bovitz Research Group suggests 'Social Expressionistas' have the biggest networks, 'Alpha Trendsetters' love having info (and stuff) first, and 'Shopsessives' realty like, well, shopping.

What influences women's choices online? Other women, apparently. A full 60 percent of al women share their favorite brands online, according to a new study commissioned by AOL and Bovitz Research Group. But how to identify who has pull? Researchers isolated

distinct subsections of the female population and gave them cutesy labels. Social. Expressionistas, for example, are "self-identified" ubersocial networkers. They comprise just 8 percent of the online female population, but are the most likely to connect to others online--just not about brands. For that you'd turn to the Shopsessives, who, you've probably guessed, are more into buying stuff than your average gal. The Alpha Trendsetter and Businesswired are career-oriented go-getters, a little more inclined to mix it up offline. Lessovertly materialistic types include the family-focused Momcentrics and the more religiously oriented Spiritual. Providers. Don't expect blog posts about Jimmy Choos from them. Or, for that matter, from news-reading, eco-friendly Intelligentles. Although if you're Lucky, they will share their favorite quinoa recipe.

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