Consumers are attracted to it Latest UK Business in the Community/Research International survey (November 2000) showed: Growing consumer awareness and acceptance of social marketing 67% participation in a social marketing initiative of some kind Of these, 77% felt more positively about relevant brand; 48% changed behaviour by: switching, trialling or increasing usage 59% would be more likely to use/recommend/be loyal to brand Consumers who were aware of the social marketing campaigns scored the relevant brands significantly higher on three key brand affinity measures: comfort, innovation and trust
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