When deciding what to buy, young Europeans are seeking out reviews, recommendations, and proof to make sure they’re making the “right” choice with their money. Social media, of course, has a large influence among these young consumers. While in-person word-of-mouth remains the top influence for young Europeans when purchasing something, they are just as, if not more, influenced by what they see online—from friends’ recommendations to posts by their favorite influencers or even non-traditional marketing campaigns. But with so many potential influences, the question is which sources actually sway them. For brands, understanding what exactly is driving young consumers’ ensures...