Retail merchandising is going social, according to a new study. The sector is leading the way for adoption of the relatively new technology.

The study by IDC, 2012 U.S. Social Media Trends by Vertical, found that retailers are driving social media adoption. For example, companies are using analytics and information gained from sites such as Facebook, Groupon and Twitter to develop more targeted marketing messages for their audiences.

Additionally, retailers are using numerous channels, such as mobile, to integrate their online advertising strategies. Facebook and Twitter are proving especially helpful forums for collecting customer feedback and increasing product awareness.

"The most popular reason businesses are using social media is to increase brand and product awareness," the website Business2Community asserts. "Based on the fact that social networks have increased the range and speed of word of mouth conversations to travel, this is one of the best qualities social media has to offer companies."

A recent article in The Guardian suggests that part of the effectiveness of social media can be explained by psychology: it allows people to talk and share with other individuals with similar passions.