Social Media Marketing Research: Facebook Fans Likely to be Buyers

In an encouraging development for the proponents of Social Media Marketing, recent market research surveys and reports have indicated a strong trend linking buyer behavior with Facebook brand fandom. Surveys suggest that six out of ten Facebook users who click the ‘like’ button for a particular brand are not only more apt to buy products, but also recommend the brand and products to their friends and family.

Additional findings from this study have served to explore the larger implications of this primary fan behavior and how the friends exposed to these recommendations ultimately relate to the brands in question.

Social Media Marketing & Consumer Behavior

More than fifty percent of the surveyed brand fans have stated their relative willingness to buy products of brands they ‘like’. What’s interesting here is that contrary to the typical youthful image of Facebook buyers, the survey shows that fans in the fifty-plus age group are more likely to buy at least a few of the brands they like. Only about 40% of the fans said that their facebook fandom decisions are unlikely to influence their buying preferences.

Brand Communication for Better Social Media Marketing

Preferences vary among Facebook users as to just how often they’d like to hear from various brands: close to 70% said more frequent brand communication from some of the brands they ‘like’ would be preferred, whereas the rest of the bunch wanted equal communication from all the brands on their ‘like’ list. About 45% of brand fans on Facebook say most of the content they receive is the same.

Interaction With Brands on Facebook

An overwhelming majority of surveyed users, a little over three-fourths, have stated that they interact with their favorite brands via commenting on the brand’s wall posts, whereas 17% share experiences, news stories and wall posts about the brand with other users, and 13% publish brand-related stories and posts on their own walls.

Reasons for "Liking" Brands

Almost 60% of surveyed brand fans have responded that they are existing customers and a nearly equal proportion became fans to keep an eye on discounts and promotional campaigns. Exclusivity is also a motivation as about 31% of brand fans ‘like’ brands for access to exclusive information while an equal number do so in order to receive brand-related information faster than their peers.

With statistics revealing such a wonderful connect between buying and Facebook fan behavior, it is hardly surprising that Facebook remains such a popular platform for customer-brand engagement even when so many social media marketing options are being thrown up.

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This release was published on openPR.