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Study: Impact of Influence

The Canadian Council of Public Relations Firms has released the results of a study on media influence on the buying decisions of Canadian consumers. The Impact of Influence study, conducted by Angus Reid/Vision Critical, found that 86% of respondents cited newspapers as the most credible research source for new product information. Television was favored by 83% of respondents, followed by 78% for radio and 73% for magazines. Sixty-eight percent cited company websites, followed by 29% for blogs, 21% for Facebook and 15% for Twitter. Forty-two percent of Canadians reported caring more about an editor's opinion, compared to four percent who preferred a celebrity's opinion. "Our study delved into the dynamics of influence on Canadians' shopping habits, examining media influences, 'circles of trust' and the impact of social media on our buying process," said Carol Levine, chair of the council. "What we discovered is that hierarchy of influence is a much more complex force than people may expect."

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