Marketing on Facebook influences consumer behavior and leads to increased purchases for the brands that leverage the social-networking site, consulting company comScore said in a report released Tuesday. "The Power of Like 2: How Social Media Works" looks at paid advertising on Facebook as well as earned media exposure -- meaning mentions of the brand made by Facebook users in status updates and the like. It is based on the experiences of large brands such as Best Buy, Starbucks and Target. A Reuters/Ipsos poll published last week showed four out of five Facebook users haven't bought a product or service as a result of advertising or comments on Facebook.
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Of course they work, when the user is parked in front of a computer screen. What about the growing number of mobile users?