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While social media give consumers new ways to express affinity for brands, they also give consumers a new way to display their fickleness. Amid the current enthusiasm for accumulating “followers,” companies may overlook the latter part of the equation. A newly issued Cone Inc. survey detects factors that lead people to engage with a brand — and those that may prompt them to disengage from it.
The graphic here indicates the hierarchy of elements that draw new-media users to “like” a brand on Facebook, “follow” it via Twitter, sign up for an RSS feed and so on.
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