Rules of Engagement: Research Shows Social Media Participation Drives Purchase Behaviors

Marguerite McNeal
Marketing Insights e-newsletter
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Key Takeaways

  • Brands influence a consensus dialogue because consumers also converse among themselves.

  • Before brands can push out “engagement activities” on their websites and social media pages, they must open their ears to conversations they might not have initiated.

  • Successful engagement mandates that brands be more human.

What’s the difference between a like, a share or a post on social media sites, and why should we even care? 

In a presentation during Chicago’s Social Media Week earlier this fall, Ed Malthouse, professor and research director for the Medill IMC Spiegel Digital and Database Research Initiative at Northwestern University, explained how different levels of engagement through social media can drive future purchase behavior. Malthouse and a team of researchers studied LoyaltyOne’s Canada AIR MILES Rewards Program, a coalition loyalty system in which roughly two-thirds of Canadian households participate, to see how users’ activity on the organization’s social media site affected their accumulation of air miles.​

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Author Bio:

Marguerite McNeal
Marguerite McNeal is a staff writer for the AMA’s Magazines and e-Newsletters.
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