Effects of Social Media on customer behavior

In one of the first serious studies on the effect of Social Media on customer behavior Utpal M. Dholakia and Emily Durham measured the effect of being a Facebook friend of a business on the customer attitudes and perceptions. The study, published in the HBR was conducted in cooperation with Dessert Gallery (DG), a popular Houston-based bakery and café chain. Interesting stuff included in the presentations of the 39th EMAC Conference in Copenhagen