Polaris Marketing Research Survey Shows Company Facebook Pages Influence Consumer Brand Perceptions

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Polaris Marketing Research Inc. announced today more results of its recent study of American consumer usage of company Facebook pages. One-quarter of online Americans agree “strongly” with the statement, “If a company has a Facebook page, it means they are interested in what customers have to say.” Another 51 percent of online Americans agreed “somewhat” with this statement.

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Not only is Facebook a valuable tool for gaining feedback, it appears that simply having a Facebook page can enhance consumers’ perceptions of a company’s brand.

Polaris Marketing Research Inc. announced today more results of its recent study of American consumer usage of company Facebook pages. One-quarter of online Americans agree “strongly” with the statement, “If a company has a Facebook page, it means they are interested in what customers have to say.” Another 51 percent of online Americans agreed “somewhat” with this statement.

Additionally, when asked how much they agreed with the statement “If a company has a Facebook page, I tend to think more highly of their products or services,” 9 percent of online Americans agreed “strongly” and another 33 percent agree “somewhat.”

“Not only is Facebook a valuable tool for gaining feedback, it appears that simply having a Facebook page can enhance consumers’ perceptions of a company’s brand.” said Polaris President Jan Carlson.

Surprisingly, this finding did not vary strongly across demographics. Only males and older respondents (50 years plus) were less likely to agree with the statement “If a company has a Facebook page, it means they are more interested in what customers have to say.” The statement “If a company has a Facebook page, I tend to think more highly of their products and services” showed no variation by respondent demographics.

Polaris conducted online surveys with a representative sample of 1,000 American consumers during the week of July 18, 2011.

Founded by Jan Carlson, Polaris Marketing Research is a full-service firm that provides state-of-the-art online interactive marketing research reporting, interviewing and data collection, quantitative and qualitative research expertise and personalized project management.

Atlanta-based Polaris Marketing Research is affiliated with the Council of American Survey Research Organizations, the American Marketing Association and the American Society for Quality.

For more information, call Danica Kwon at 404-816-0353 or visit us at polarismr.com.

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