Research Exposes The Danger Of Displaying "Fans" In Social Media Settings
Is social media's power to let consumers see other "fans" of a brand always a boon for marketers?
CHICAGO, Nov. 21, 2012 /PRNewswire-USNewswire/ -- Believing in social media's power to build groundswells of popularity, firms have pursued large numbers of "likes" or "fans," subsequently displaying the profiles of these brand supporters to target customers. However, new work by researchers at The Ohio State University and the University of Pittsburgh suggests that, in fact, consumers' exposure to existing fans in social media contexts can hurt, not help, brands.
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