Dan Cotton's recent articles
Automotive reviews the main source of loyalty related comments
88% of automotive loyalty buzz from consumers is located in reviews, far outweighing other sources such as forums (6%) and comments on editorial sites (6%). Furthermore, review-based loyalty comments tend to be more positive than those on other sites (77% positive vs. 67% average on other sites). Given the importance that prospective purchasers place on reviews from other consumers (as seen in other studies here and here), automotive brands could adopt a strategy of sharing these reviews on owned social platforms (such as Facebook and Twitter) in order to amplify their positivity. We have previously investigated how this has been a successful strategy in other categories.
- Consumer reviews contribute to 88% of loyalty discussion: consumers say how their overall experiences impact on their intent to remain loyal to the brand. Our previous research and the surveys of others have shown that reviews can have an important influence on purchase decisions, showing that it is important for brands to encourage consumers to display their loyalty in reviews
- Forums and comments on professional reviews less frequently contain consumers discussing their loyalty or desire to defect: both sources drive 6% of loyalty discussion, suggesting they are not as important as reviews for loyalty discussion
- Reviews contain more positive loyalty statements than other sources: 77% of reviews containing loyalty statements are positive, a much higher proportion than in forums and comments on professional reviews. By encouraging sharing of these reviews, brands can increase the reach of these loyalty statements to a wider community, including potential owners and converts. We have seen this technique succeed in other industries when brands share positive reviews on their social communities
Our next article will analyse the factors that drive loyalty discussion.
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