Signals of brand authenticity are increasingly crucial to spurring shoppers to purchase products and services online.

That's according to a recent report from Emplifi, which was based on data from 2,000 active users of social media who make purchases online.

An infographic (below) examines key findings from the report.

Specifically, it looks at the role reviews/ratings and customer service play in conveying brand authenticity, and how that authenticity then translates into sales and loyalty.

Check out the infographic:

How customers pursue authenticity in their buying journey infographic 

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The Role of Authenticity in the Online Path to Purchase [Infographic]

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji