my gut feel is that it does not.
too tired to read above article.. seems a bit long.
key is that depends on culture/industry/products.. personally, I think it does not add much value.. as everyone is an individual.. however, based on education (or lack of) and social proof/pressure, social selling works.. look at insurance or products/services sell via MLM.. or agents..
sadly, in the world where most consumers still do NOT transact on internet/mobile etc. and privacy still a major issue.. it does not translate well.
follower or shallow 'friends' does not induce further confidence than meeting any body from a pub/bar. do you trust any of them and open your wallet??
I don't think so.
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