A new report from Influence Central has shown that social media has a more effective impact on purchasing decisions than television. The research showed that a positive post or review seen on social media affects the decision making for around three times as many people than a TV advert for the same product. This research shows that social has become a powerful tool in helping marketers convert awareness into purchases. Also concluded, was that 72% of respondents think the ability to check a product on social media takes the 'guesswork' out of the decision to buy it. Stacy DeBroff, founder and CEO of Influence Central, also suggested that “social even transforms traditional retail approaches”, as in-store promotions become more effective if the item is first seen on social media.