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Becoming Friends With Brands

Online brand interaction has proved to be powerful: at least 97% of consumers have been influenced to buy a product or service from a certain brand after an online experience.

A Razorfish study discovered that connected consumers – people who visit a community site, engage digital media and spent at least $150 online – were somehow connected to brands. Approximately 40% of these consumers have “friended” brands on Facebook or MySpace. The primary reason for this was to receive special offers and discounts for a brand’s product or service.

Effects of “friending” a brand on Facebook or MySpace included recommending the brand to others, raised awareness and actually purchasing the brand’s product or service.

Source: eMarketer; November 18, 2009

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