Consumers evidently like to keep their brand interactions low key. Just 17 percent of respondents to a recent study said they share brand experiences and news stories with others on Facebook. And only 13 percent stated they post messages about brands that they like.
The research was conducted by email services provider Constant Contact and research firm Chadwick Martin Bailey, surveying 1,491 adults nationwide online last winter.
Among its other findings: Users most often like brands because they are a customer (58 percent) or they want a promotion (57 percent). And 77 percent of respodents said their normal way of interacting with companies is by reading brands’ posts and updates.
Additionally, about half (51 percent) of Facebook users said they were more likely to purchase from a brand after "liking" it on the social site. Slightly more (56 percent) said they are more likely to recommend a brand to friends after liking it on Facebook.
Seventy-eight percent of consumers who like companies said they do so with fewer than 10 brands. The joint study also revealed that 76 percent of the surveyed had never unliked a brand on Facebook.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014