People on social networking sites love to show their affection towards the brands they like.
Social engagement of Indian brands has outnumbered their global peers across categories, according to a recent study on ‘Social Media Engagement’, conducted by Ketchum Sampark.
The study analysed 100 Indian brands and their 100 global peers in 10 categories. The study mainly analysed growth in number of fans and engagement levels on Facebook between January 1 and August 30, 2012.
Social engagement of Indian health and beauty brands grew most at 83.76%, followed by food and beverages at 49.83% and travel and tourism at 38.89%.
During the study period, number of Tata Nano fans on Facebook increased the most with 17,88,664 new fans. Nissan India’s social engagement has dropped to 0.5% from 19.5%, the study revealed.
Banking and financial services brands were identified as the worst performer in terms of social engagement, with a decline of 67.41%. Social engagement of telecom brands dropped by 39.25%, followed by automobiles (33.91%).
Tata Docomo tops the Indian category on Facebook with 87 lakh fans, followed by Vodafone Zoozoos (42 lakh) and Idea (35 lakh), while Airtel lags behind with just 13 lakh fans.
ICICI Bank lead banking and financial services brands with more than 7 lakh fans on Facebook. In fashion accessories, Fastrack tops with more than 42 lakh fans.
Indian beauty brands have the highest engagement rate across categories at 8.11%, the study said.
Interestingly, fan following of Amity University is at 5.7 lakh, while IIM Ahmedabad has just 22,831, the study pointed out.
Shoppers Stop’s fan following on Facebook increased to 33 lakh, followed by Lifestyle International at 20 lakh.
Coca-Cola leads with 4,94,91,881 fans globally, but Pepsi leads in India with 32,41,294 fans on Facebook, the survey pointed out.