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Superfans are a powerful target audience for brands and marketers—almost twice as valuable overall, to be exact. That’s according to “The Power of the Enthusiast,” a new study by The Enthusiast Network (TEN) and GfK, which examines the purchase behavior and influence of “enthusiasts” in the automotive, adventure sports/outdoor and home tech categories.
Enthusiasts are defined, in the study, as consumers who are passionate about a certain category, and are looked to by friends and family as trusted advice givers who offer recommendations via word-of-mouth or social media.
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