A study from Euro RSCG Worldwide showed that people are more likely to behave more differently online than they would during face-to-face interactions. About 43% of respondents feel less inhibited online, according to research.
With people displaying less inhibited behaviors, brand marketers need to remain aware of how brand messaging is being distributed over the Internet, as consumers can display positive and negative behaviors. A little over 30% of consumers feel more empowered over the Internet to do things they have been wanting to do. Approximately one-fifth of the survey’s respondents had already negatively spoken out about or at a company and its brand.
However, it is important to realize the stigma associated with online social networking is disappearing. For example, 57.6% of respondents disagreed with the statement that “online socializing is for sad, antisocial types.” Finally, 48.7% of Internet users also find online interaction more convenient than offline interaction. Despite these results, it is important to blend offline elements into a marketing campaign in order to alleviate any negativity consumers have exhibited about a brand via social media.
Source: eMarketer; November 30, 2009
