Here's Why Users Follow (and Unfollow) Brands on Twitter

A study released today by Simply Measured found that consumers are “becoming more comfortable” with Big Brands on Twitter.

In fact, those brands saw a huge 105 percent increase in engagement levels in Q4 of 2014. The news that Twitter is working for brands prompts the question: why do people follow and unfollow commercial accounts?

A couple of recent surveys tell the tale.

First, from a University of Massachusetts Dartmouth Center for Marketing Research project covered by eMarketer:

For Millennials, at least, it’s not really about following friends’ recommendations or doing consumer research: it’s about coupons and discounts. We