Survey Finds Majority Facebook Likes Because Fans Like Brand
(EMAILWIRE.COM, July 03, 2013 ) San Francisco, CA -- Syncapse has released a study on why Facebook users 'like' brands pages, and it appears that the most common reason is that they actually like the brand.
The numbers show that there are varying reasons for 'Liking a brand on Facebook, but nearly half (49%) of the time, individuals choose to like a brand specifically because they find the brand appealing.
Of all respondents, 42% liked a company specifically to receive coupons or discounts, while another 41% looked to receive updates from the brand itself. Just over a third of all respondents (35%) followed a company because they hoped to participate in contests, while 31% look to share personal experiences with the product (not to complain).
Over a quarter of all likers noted that they liked a company based on the interest in sharing lifestyle and interest facts with others. Researching the brand and looking to attain information on specific products came in at 21% of all respondents, while 20% added the brand because a friend of these had previously liked it.
Another 18% of all individuals noted that brand advertisements on TV had them liking a particular brand, while 15% stated that a trusted friend telling them it was a worthwhile brand was enough for them to like it.
Syncapse, which released the study, noted that the interest was on the mass-appeal brands like consumer packaged goods, restaurants, and big-box retailers. In the summary the 78% of Facebook users who like a brand also utilize its services.
Max Kalehoff, Syncapse Vice President of Product Marketing, lead the report and had this to say of the findings: The 'Value of a Facebook Fan 2013' report series helps brands understand and improve the economic return of their social marketing investments. While our research first established a credible method for putting a dollar value on social network membership, were now probing deeper to answer key questions that enable brands to substantially improve their acquisition and activation strategies.
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