Although a lot of people may “like” or follow brands on social media, a smaller group goes beyond this, recommending products and services on a regular basis—brand advocates. Brand advocacy is becoming a critical part of the social media marketing mix, and marketers should leverage connections with these everyday influencers to amplify word-of-mouth online and increase engagement.
Brand Advocates addresses these key questions:
- What are the characteristics of consumers who actively make recommendations on social media?
- How and why do these consumers use social media to talk about brands?
- How can marketers leverage and hold on to these advocates?
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