Study: Users avoid recommending products

A study conducted at the Imperial College Business School in Britain shows that Facebook users are unlikely to recommend products to their friends and family on the social media site, preferring to give suggestions when they meet face-to-face. Andreas Eisingerich, the lead researcher, explains:

They would rather communicate via word of mouth because many users do not want to embarrass themselves online as work colleagues or acquaintances may not endorse or appreciate the same products that they do.