​A new survey shows that Americans choose products based on positive brand experiences on social media, not just price.

​B2C marketers may fear sites like Amazon and Walmart.com because these online hubs organize products by price. This, in effect, suggests that online shoppers prioritize low cost in an “impersonal” online purchasing experience.

However, a survey by analytics firm Analytic Partners, in conjunction with Opinion Research Corporation, asked 1,000 Americans between the ages of 18 and 44 about brand loyalty. The data showed that nearly half of those surveyed base brand loyalty on positive experiences, highlighting the value of social media marketing and third-​party ​word-of-mouth marketing expert guidance through blog content.

The source noted that 63 percent of buyers act on positive experiences, and 75 percent say online reviews fuel their decisions online. When it comes to gender and brand loyalty, 68 percent of female consumers say they feel loyalty to certain brands compared to 55 percent of males.

Brafton reported on a study from 2012 that found 72 percent of surveyed shoppers associate brand loyalty with positive customer service. More, 47 percent of internet users want customer service through social networks. With people eager to form loyalties with their favorite brands and looking toward customer care as reasons to do so, marketers must use social as their means of connecting with prospects on personable levels.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.