The 28% increase was driven by Facebook fans’ tendency to be super consumers: On average fans spend 43% more than non-fans in respective categories, despite not having higher incomes.
The study, The Value of a Facebook Fan 2013, examined the Facebook fan performance of 20 top brands. It estimated the value of a fan by looking at spending, media value, acquisition cost, loyalty, and the propensity to recommend a brand to others.
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