Marketing Charts indicates that, in a study by Sprout Social, 80 percent of social media users age 18 - 64 think social media has "increased accountability for brands by uncovering unfair treatment." These users also say social media encourages transparency. Even more interesting (and perhaps troubling for some brands) is that almost half (46 percent) of the study respondents said they "called out" brands on social media (and that percentage increases to 56 percent for Millennials). Typical complaints on social media involve brand dishonesty, bad customer service, and rudeness. In addition, other consumers are influenced by brand shaming. Brands ignore social media complaints at their own risk: More than one-third (35 percent) of respondents said they would boycott a brand who ignored a complaint.
Check out more about how consumers wield power over brands via social media on Marketing Charts.
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