Brand Likes May Be Overrated


With the advent of social media marketing, many companies and marketing departments judge their successes based upon how many people “like” a page or a post on Facebook, Instagram, or another social media platform.  Many marketing departments would consider a post or a page with a lot of likes a major success, and would move on from there.  Academia has a different attitude towards the posts.  Research has been done by the Harvard Business School to prove out the following questions: if a person likes a brand or a product on social media, are they more likely to buy it; and do these likes influence their friends’ buying patterns?
                  A lot of the folks that liked the brands or the products then influenced at least 3 friends to do the same, through either emails or social media invites.  The products that the individual liked then rewarded that person for the brand outreach with a coupon or a free version of the product.  In conclusion, liking a brand or a product on Facebook, Instagram, or another social media platform does not directly translate into a conversion to a customer.

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