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What is the impact of Twitter & Facebook on buying intention of a brand ?


Very interesting study done by Chadwick Martin Bailey and iModerate Research Technologies. 

This study shows that those who are fans or followers of a brand on Facebook or Twitter, respectively, are significantly more likely to buy products and services or recommend the brand to a friend.

Some key-learning’s :

  • The consumers are 67% more likely to buy from the brands they follow on Twitter, and 51% more likely to buy from a brand they follow on Facebbok.
  • The consumers are 79% more likely to recommend their Twitter follows to a friend, and 60% more likely to do the same on Facebook.
  • The mindshare that engaging those existing brand enthusiasts on social media sites creates, in turn keeping them active.
  • Many consumers across a wide variety of demographics have negative perceptions of brands that aren’t using social media.

 [via eMarketer]  

davidmerzel Avatar

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davidmerzel

4 responses to “What is the impact of Twitter & Facebook on buying intention of a brand ?”

  1. Carey Azzara Avatar
    Carey Azzara

    Logic seems a bit circluar – you become a fan/follower and you are more likely to buy and I would guess you are more likely to become a fan/follower if you have purchased. Does this pass your “so what’ test? It is certainly having trouble passing mine.

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    1. davidmerzel Avatar
      davidmerzel

      fully agree with you !

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  2. Geert Weterings Avatar
    Geert Weterings

    BBasicly it’s a no-brainer. Social media gives the opportunity to express yourself. As a consequence you’ll express your sympathy with a product you know/like. I would rather see the importance of peer information coming from social media on buying behaviour : i.e. are you likely to buy product X if it’s been recommended by a social network.

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  3. Des Byrne Avatar
    Des Byrne

    As one would expect, this confirms the power of social media engagement compared to traditional push media. As expected too but interesting, there is a negative perception of brands not using social media.

    Not a surprise that Twitter is more effective than Facebook probably because it is smaller, more focussed and more specialised.

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