The key to unlocking brand advocacy
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Recent research by Global Web Index (GWI) uncovered several interesting insights about the factors that drive brand advocacy, focusing specifically on affluent consumers (defined as internet users aged 16-64 that fall into the upper quintile of GWI’s social grading segmentation). The research found that direct communication from brands is very important to this audience: around 15% have interacted with a brand on a messaging app in the last month and 17% have used a company’s website live chat in the same period.