The key to unlocking brand advocacy

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.