Social marketers rejoice: Facebook fans and Twitter followers are loyal to the brands they connect with on social channels, according to a recent study from ROI Research and Performics.
As eMarketer relays, one of the findings of the study is that social users’ brand loyalty is increasing. In the 2010 version of the study, 32 percent of respondents said they were more loyal to brands they were fans of on Facebook. In 2011, this jumped to more than one-third (34 percent).
Brand loyalty is even stronger among Twitter users. Nearly half of brand followers (46 percent) say they are more loyal to businesses they engage with on the microblogging site, compared to 40 percent of Twitter followers who said they were loyal to brands in 2010.
The study also shows that at least half of social users are more likely to recommend or make purchases with companies after they become fans or followers, according to eMarketer.
This information supports Brafton’s early report that more than half of Twitter users are likely to buy products they follow on the microblogging site and that social marketing can impact purchase decisions. With this in mind, marketers should plan competitive social media marketing campaigns accordingly.