Report: Social media drives sales—especially when combined with PR

Fast-food customers who are exposed to a brand’s social media presence spend more money in a week, a recent study has found. Add PR, and they spend even more.

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That’s the question Ogilvy PR’s social media practice, 360 Digital Influence, and analytics firm ChatThread sought to answer when they looked at the spending and consuming habits of 404 fast-food customers.

The answer to this question: yes—fast-food consumers do spend more when they’re exposed to branded social media content.

According to the researchers, they will spend anywhere from two to seven times more than consumers who didn’t encounter a brand’s message on social media.

When customers were exposed to social media and another type of media, they’re spending and consumption increased even more, the study found. When social media was combined with PR, the increase was a whopping 17 percent.

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