Fast food restaurant-goers exposed to social media are 2.7 times more likely to spend more money and buy more food items than those who have not been exposed, a new survey has revealed.
The sales impact was greater when social media content, such as a brand's Facebook page or an online review, was combined with other types of media, such as PR or television advertising.
But social media also had the biggest impact on brand perception out of 20 separate marketing channels, the Integrated Social Media Sales Impact study of restaurant consumers, conducted by Ogilvy and ChatThreads, found.
Yet social media was not viewed as obtrusive by those surveyed. Only 24 per cent reported exposure compared to a 69 per cent exposure level for television.