Online word of mouth influences Hispanic women's purchase decisions

A new survey conducted by Sophia Mind has discovered that social media chatter influences Hispanic women more than traditional marketing channels, with many indicating that it takes precedence over official brand communications.

In the United States, 21 percent of Hispanic women said they often comment on social networks about brand experiences. While 11 percent indicated they would voice negative responses on the web, nearly a quarter of respondents indicated they spoke highly of companies.

The survey observed that Facebook was the social networking site that influenced Hispanic women the most, with 25 percent making purchase decisions based on recommendations from friends on the site. Twitter was close behind at 17 percent.

Additionally, 11 percent of Hispanic females said they trusted comments made on social networks more than conventional marketing messages from the product manufacturer. Sixteen percent were undecided.

Meanwhile, a recent survey conducted by research firm Harris Interactive found that consumers were more likely to trust companies that used microblogs. Respondents also indicated that the web is a vital tool when it comes to product research.