Study: What Motives Drive Social Media Brand Followers?

| December 08, 2010

Empathica Inc., a provider of Customer Experience Management (CEM) solutions to some of the world’s most respected brands, recently announced the results of its latest Empathica Consumer Insights research. More than 15,000 Americans and Canadians responded to the survey that focused on consumers’ online habits and social media usage.
 
The study revealed that consumers were very willing to follow brands, though most reported doing so in order to find coupons or deals. Six in ten consumers indicated they follow at least one brand via a social network like Facebook or Twitter. Forty percent of people reported doing so in order to search for coupons or promotions while 30% cited the desire to browse for additional information.
 
While couponing and promotion hunting is a primary driver of social behavior, the survey also found this habit was driving overall online behavior as well. Twenty-six
 
Impact of social media recommendations
Trust in social recommendations also appears to be increasing. The survey indicated that one in three respondents followed through with a friend’s recommendation received through a social media outlet like Facebook or Twitter. Americans appear to be more likely to make a recommendation through a social networking site than Canadians. Twenty-five percent of Americans and 17% of Canadians said they had recommended a brand, product or service to a friend via social media within the last three months.
This difference could be explained by Americans’ willingness to follow brands on social media networks. Americans are almost twice as likely to follow 10 or more brands in social outlets than Canadians are. In fact, almost half of the Canadians polled didn’t follow any brands at all.
 
Of those who use social media, Facebook was the overwhelming social network of choice for both Canadian (64%) and American (67%) consumers.
 
Empathica’s own patent-pending brand recommendation application, GoRecommend, enables brand advocates to share positive brand experiences with their friends on Facebook, Twitter and e-mail.
 
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