Some 84% of Millennials who have liked companies on Facebook say doing so is a way to show their support for the brand, according to recent research conducted by Nora Ganim Barnes, PhD, and Ava Lescault, MBA, at The Center for Marketing Research, University of Massachusetts, Dartmouth.
Other common reasons for liking brands on Facebook include wanting to receive updates (83%) and a desire to get coupons/discounts (66%).
On Twitter, getting coupons/discounts is the top reason Millennials engage with companies (85%), followed by supporting the brand (78%).
The top motivation for engaging with brands on Pinterest is different, with 76% of Millennials who engage with Pinterest saying they do so to share information about their interests/lifestyle with others.
Below, additional key findings from the report, which was based on data from a survey of 405 people born between 1980 and 2000.
Most-Liked Companies on Facebook
Nike is the most-"liked" brand by Millennials on Facebook, followed by Apple:
- Dunkin' Donuts/Forever 21
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji