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BizReport : : December 04, 2012

IDG study reveals positive effect of social on brand perception

Just about every consumer now uses social media, according to new research from IDG Research Services, and many say it has a positive effect on brand perception.

by Helen Leggatt

idg-logo-profile.jpgIn the study, "The Echo Effect: Understanding the Value of Tech Buyers", IDG surveyed 3,100 visitors to IDG technology news sites in the U.S. such as CIO, MacWorld and PCWorld.

It found that a whopping 95% of respondents use at least one social media site and that exposure to a tech product on social media had a positive affect on likelihood to purchase among 44%.

Such exposure also positively effects a consumer's overall satisfaction with a company (44%), willingness to recommend a company to others (42%) and brand loyalty (40%).

When consumers were asked which was the best way that marketers could use social media to promote products, over half said by answering questions left on the likes of Facebook and Twitter. Other suggestions included resolving customer service issues, asking for customer feedback and sharing product details and reviews.

Tags: brand affinity, brand awareness, brand marketing, loyalty, social media

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