Research: Millennials rarely interact with brands on Facebook

Research: Millennials rarely interact with brands on Facebook

Millennials rarely visit brand pages on Facebook even after they become their “fan.”

That’s what research by Marcia DiStaso, an assistant professor of public relations in the College of Communications at Penn State, Tina McCorkindale, an assistant professor of communications at Appalachian State University, and Hillary Fussell Sisco, an assistant professor of public relations in the School of Communications at Quinnipiac University found. The results of their work were presented during the International Public Relations Research Conference.

The three researchers surveyed 18- to 29-year-old participants on the three university campuses and found 86 percent of the millennials access Facebook every day and 75 percent have “liked” an organization.

However, while millennials might initially connect with an organization, 69 percent percent of respondents reported they rarely or never visit those pages again.

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