What is it about the internet that compels people and brands toward snark? Indeed, some brands like Wendy’s and Denny’s have jumped on the snarky bandwagon, and they seem to be reaping the benefits in the form of heightened social media popularity. However, a new Sprout Social report indicates that consumers aren’t that into it.
Sprout surveyed 1,000 consumers about brand behavior on social and what brand personality traits prompt them to take action. Overall, consumers agreed that authenticity is most important.
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