Brand advocates are one of a brand’s most important resources. They lead frequent discussions about products and their actions persuade the opinions and purchase decision of many others. To help marketers understand who these people are, what they do, and why they do it, we conducted an in-depth study with Dr. Kathleen Ferris-Costa at the University of Rhode Island, College of Business Administration.
The study provided a wealth of great data on advocate behaviors, interests and motivations. We found that brand advocates are 83% more likely to share information about a product than typical web users, and 50% more likely to influence a purchase. Advocates enjoy solving problems and helping others make better purchase decisions. They are 75% more likely to share a great product experience and three times more likely to share product opinions with someone they don’t know.
These stats, and many others in this study, show that advocates act and think very differently from typical web users – they are a different breed of consumer.
The findings from this study make up the first “Field Guide to Brand Advocates”. Check out the infographic below and download the complete study at http://u.bzz.com/FieldGuide.ReTweet