Why Facebook Users Like Brands’ Pages: 42% Expect Coupon Or Discount [STUDY]

Must Read

Apple Store In India: More Of Disappointment Than Excitement?

Apple has started making moves to strengthen its presence in India. With the launch of Apple online...

Facebook’s Chasm Of Distrust: An Ever-Deepening Divide

Facebook, the world's most popular social media platform has failed measurably as it is voted as the...

Windfall! Online Grocery Market In India Looks Set For Purple Patch Ahead

Silver linings are clearly in short supply in the pandemic fuelled world that we have come to...

Users of Facebook Inc. (Fb) are way more selective now about connecting with brands as they are with their friends. Consumers use branding community to share their opinions about a certain brand, and by responding to certain comments by the community, brands create engagement with consumers. Using the platform of Facebook page brand popularity has now increased upto 28% of brand fan since the year 2010, and each Facebook fan is worth $174 for a brand. According to the new research conducted by Syncapse the prime reason people liked a major brand was that they already owned or used product in the real world. In a 25 minute online survey of 2,080 U.S consumers in Q1 2013, researchers learned that 78% of Facebook Fans were already using their respective brands, which ranged with consumer packaged goods to fast food restaurants and big-box retailers. Exception may occur with passion and aspirational brands that are price prohibitive; such as, the one brand that demonstrated this phenomenon was BMW, where the usage rate for Fans was only 36%.

Reasons

Here are the top ten reasons that people Like a brand on Facebook:

  1. To support the brand I like (49%)
  2. To get a coupon or discount (42%)
  3. To receive regular updates from brands I like (41%)
  4. To participate in contests (35%)
  5. To share my personal good experiences (31%)
  6. To share my interests / lifestyle with others (27%)
  7. To research brands when I was looking for specific products/services (21%)
  8. Seeing my friends are already a fan or “liked” (20%)
  9. The brand advertisement (TV, online, magazines) led me to fan the brand (18%)
  10. Someone recommended me to fan the brand (15%)

Why Fans Like Tops Brands

Building an engaged audience on any social network will always involve a little give and take. People like brands on Facebook as a sign of support. They shop in stores, appreciate the service which has been provided. Consumers have some sort of relationship with respective business or organization. But, they also expect a certain value in return. For a number of fans, that value comes through coupons, discounts, and other special offers. For others, that value comes from being the first to know when a new product in respective store or an event coming up.

Advertisements

Value of a Fan

The average value of a brand fan on Facebook in key consumer categories increased to $174 in 2012, from $136 in 2010, according to a new report from . The 28% increase was driven by Facebook fans’ tendency to be super consumers: On an average fans spend 43% more than non-fans in respective categories, despite not having higher incomes. The study, examined the Facebook fan performance of 20 top brands. It estimated the value of a fan by looking at spending, media value, acquisition cost, loyalty, and the propensity to recommend a brand to others.

fans value in terms of brand awareness

Below, extra key findings

  • Brands with lower retail prices or with frequent repeat purchase cycles have smaller fan values. For example Coca-Cola ($70) and Skittles ($76).
  • Brands with higher retail prices, or higher category purchases, have higher fan values. For example Target ($618) and BMW ($1,613).

Facebook brand Fans have proven highly valuable in key consumer categories. Marketers’ work gives knowledge that they are aware of the market’s need and have a control over need of consumers. A brand value incorporates various benefits including spending, loyalty, propensity to recommend, earned media value, acquisition cost and brand affinity for fans.

2 COMMENTS

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest News

Windfall! Online Grocery Market In India Looks Set For Purple Patch Ahead

Silver linings are clearly in short supply in the pandemic fuelled world that we have come to...

$4.6 Billion Incentive For Companies To Push Electric Vehicle Adoption In India

The Electric Vehicle (EV) market in India is at a nascent stage. So far, the sales of EVs have been encouraging, albeit...

Amazon Luna Is Here To Eat Into The Cloud Gaming Market, Dominated By Google And Microsoft

The cloud gaming space has been one of the key interest areas of Amazon for quite some time. Today, the eCommerce giant...

Facebook’s Chasm Of Distrust: An Ever-Deepening Divide

Facebook, the world's most popular social media platform has failed measurably as it is voted as the least trusted social media platform...

With 9.8 Million Users Coursera Observes Boom Of Online Education In India

The global outbreak of Covid-19 has changed the lifestyle of people and almost every industry has resorted to online in a bid...

TikTok Oracle Deal: An Eyewash Or Mockery?

On Saturday, within few hours of US Department of Commerce announcing the ban on TikTok that would prevent users to download TikTok...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

More Articles Like This