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Facebook fans are "disproportionately" more loyal

Facebook fans of retailers such as Asos, H&M and Zara are “disproportionately” more likely to visit a brand’s website compared to the average online user, according a new report.

Using the example of Asos, the study by ComScore found that the etailer’s fans were 3.6 times more likely to visit the Asos site compared to non-fans, reaffirming the potential behind creating a presence on Facebook. It said friends of Asos Facebook fans were 2.7 times more likely to visit the site.

The ComScore report suggested retailers can expand their audience online by targeting their Facebook fans’ friends. The research found that retailers had the potential to reach up to 44 friends of fans for every fan they had on Facebook.

The study also found that paid advertising on the social network drives purchases. It said paid advertising on Facebook led to a 130% rise in purchase behaviour on the Asos website in the four weeks following ad exposure.

ComScore tracked a panel of 400,000 online users using home or work computers in Europe.

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