40% of brand marketers think social media poses new challenges to brand integrity
According to a new study from MiresBall and KRC Research, 4 in 10 brand representatives (from around the world) feel that social media poses challenges to their brand integrity.
However, 34% disagreed with the statement, and 27% were neutral.
The study also found that over a third of the brand representatives felt that social networking sites affected brands significantly enough to change marketing strategy.,
52% of respondents said they agreed that social media provides an opportunity to reach new customers.
21% of the brand representatives were neutral, and 27% disagreed.
When asked whether social media helped create brand loyalty, brand marketers were split.
35% agreed, and said that social media had helped to create loyalty, and 30% disagreed. The rest were neutral.