The role of social media in the consumer’s path to purchase is becoming increasingly important. The pandemic that has been prevailing for over a year has certainly played a big role in this. It caused users to spend more and more time in social media than in other channels. According to GWI in its “Social Media Trends in 2021” report, even though traditional sources such as TV ads (36%) and word-of-mouth (32%) are still more popular in brand discovery than…
