Would you choose a jar of pickles based on your knowledge of a friend or family member following the brand on a social media site such as Facebook or Twitter? Close to one of five American consumers (18 percent) said they would when asked as part of a multinational study.
That survey from Ipsos OTX and Ipsos Global @dvisor didn’t specifically focus on pickles, it did provide clear evidence of the power of social media to drive buying decisions.
And it looks as though that influence will grow as nearly one in four (23 percent) younger respondents – those 35 years of age and under — said they would buy a brand based on a friend’s social media followings. Only 9 percent of those between the ages of 50-64 gave the same response.
There was virtually no difference between males and females. However, American companies may not be as quite as effective in using social media as their counterparts in other countries. Worldwide, 22 percent of all respondents said they were influenced by friends’ social media brand likings.
Still, the survey shows the value of cultivating brand advocates through carefully planned social media campaigns. And if these numbers are accurate, it only stands to reason that a business-to-business social media effort also could prove to be worth the effort.
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