Women sway more men to their Facebook recommendations than they do members of their own gender, suggests a survey that may help advertisers hone their online pitches. Women are also less susceptible to influence.

The research, published in the journal Science, tracked the use of an application to see whether one’s Facebook friends would adopt it. When women sent friends a notification that they had used the app, about 1 1/2 times more male friends acted on the information than females. Men, however, were 49 percent more influential in general.

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