Do social media influence buying decisions?

A Goldman survey of consumers say no.  And in the sixties, all of the tie die and other accoutrement of 'flower power' had nothing to do with what one's friends were doing.  Right.

I think superficially the survey is true:  social media don't influence Coke vs. Pepsi decisions but they do influence cultural choices, such as 'healthy' drinks vs. 'unhealthy' ones.  Marketers need to figure out how  authentic relational endorsement can help them align the product that their customers perceive with the true underly value it represents.  This isn't a sales effort but a true, authentic marketing need.

And the ones, like Apple or Amazon who achieve it will change the world.