Social media is effective in positively shifting customer attributes such as sentiment, recommendations, propensity to try new products, and brand loyalty according to new research from the Internet Advertising Bureau U.K. (IAB).
According to the research, four out of five consumers indicated that they would be more inclined to buy from a brand more often after being exposed to a brand’s social media presence -- while 83% of consumers exposed to social media would try a new brand product. The research revealed that three companies....