Heather Dretsch’s, assistant professor of marketing, new study shows Instagram as the most preferred platform and brand secrecy, the act of allowing the consumer to see what is happening out of public view, as the most valuable technique to consumers.
“For companies and for brands in particular, it’s still important to think about social media platforms that can create sort of a curated story about the brand, and Instagram is something that brands use that can create that story,” said Dretsch. “They [consumers] love to get a sneak peek into what the brand is doing, and they really love that aspect of discovery. My own research on brand secrets suggests that brands actually have a lot of secrets up their sleeve that they like to tell.”
Read the full article on CBS 17.
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