Businesses with strong communication personalities on social media resonate more with consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 21, 2020, 10:56 AM UTC

51.2% consumers purchased from a brand because of the way it spoke online, as per an Adzooma survey.

With a surge in local buying and a third of households increasing digital spends amid COVID-19, more consumers are buying from brands they have a sentimental attachment with, as per the report. 55.7% respondents would unfollow a brand because of the way it spoke online.

However, companies with a strong personality resonate with more consumers, as 57.5% would buy from these brands. Only 29.9% of consumers state that they “wouldn’t be swayed by” brand or personality.

13.1% of the survey participants say they preferred brands with a professional tone, while an equal percent of consumers like a fun or “quirky” tone. 2.4% of consumers want a sarcastic tone and 21.4% preferred a mixture of all the tones.

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