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.
