Does “Liking” Influence Consumer Behavior?

Does “Liking” Influence Consumer Behavior?

 

Facebook reported having 1.94 billion monthly users in March 2017 so it’s likely that your target customer is using the social media platform. The company has embraced its popularity and offers targeted advertising to get businesses in front of their desired audience. But, does a “Like” on Facebook turn into an engaged customer in real life?

Find out what Leslie K. John, author of AMA’s Scholarly Insights article 'The Value of Facebook Fans: Does “Liking” Influence Consumer Behavior' has to say about it. She addresses this question by assessing whether joining a brand’s social network changes consumer behavior by looking at both the consumers who join (i.e., first-order effects) and their friends (i.e., second-order effects).

Check out what Leslie learned about "liking" and loving businesses.

07/21/2017 12:38 PM |Add a comment
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