There has been an incredible amount of conversation around the death of brick and mortar retail with sales moving online. This, of course, is true with more consumers preferring to purchase items through Amazon and other e-retailers. What has been less publicized is the importance of social media's impact on buying behaviors and retail preferences. Individuals in the digital age are more likely to trust peer reviews, Yelp for instance, than traditional media sources. This makes it increasingly important for retailers to ensure their presence on social media has a positive influence.
https://hbr.org/2016/11/84-of-b2b-sales-start-with-a-referral-not-a-salesperson
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