High engagement posts result in better sales, says study
Posted on: 24/Nov/2016 3:05:40 PM
A study conducted by researchers from the University of Buffalo in the US says that for businesses using social media posts with high engagement have the greatest impact on customer spending. The researchers assessed social media posts for sentiment - positive, neutral or negative, popularity or engagement and customer`s likelihood to use social media and found the popularity of a social media post had the greatest effect on purchases. The study was published in the Journal of Marketing.
Speaking about this, the researchers said, A neutral or even negative social media post with high engagement will impact sales more than a positive post that draws no likes, comments or shares. This is true even among customers who say their purchase decisions are not swayed by what they read on social media. The clear message here is that social media marketing matters, and managers should embrace it to build relationships with customers. Developing a community with a dedicated fan base can lead to a definitive impact on revenues and profits.
