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

Must Read

TikTok Coughs Up $92 Million In Fine For Harvesting User Data Of Minors!

The popular short-form video app TikTok simply can’t catch a break! Besides dealing with its botched acquisition now stuck...

Reliance Aims To Launch Its Own Version Of UPI-Like Payments Network With Google And Facebook!

The mammoth tech-petroleum conglomerate Reliance aims to create its own version of UPI! According to the latest news, the Mukesh...

UPI Transactions Slowing Down? 2.29 Billion In February, A Dip From January!

For the last few months, the growth in the number of UPI transactions has been below expectations. Industry experts...

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

E-Commerce On The Radar, Soon You May ‘Shop’ On Twitter Too!

With the e-commerce bandwagon only growing by the day, Twitter has looked to ensure that they are included in...

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 and unparalleled...

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, with a...

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 of the...

More Articles Like This