Consumers’ relationships and their involvement with brands are complex in nature, and consequently difficult to measure.
In conventional research studies, it is possible to gauge the “overall relationship” via statement like “it is meant for people just like me” or “it makes me more comfortable about buying brand X”. However, it is often not easy to articulate the nature of the relationship.
For online campaigns, comments, likes, shares and follows provide an understanding of viewer’s involvement. It is worth repeating though that only a few remarkably advertisements manage to garner a sizeable number of social interactions.
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