Which factors are marketers advertising on Facebook using to influence an ad if you saw that your friends like it?

Marketers advertising on Facebook who encourage likes for their products are relying on the credibility of personal endorsements. Most marketers today know that word-of-mouth is the most effective way to get a product to take off.

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Most marketers know that in the very crowded markets that typify retailing today, slick advertisements put out by ad agencies are not usually the best way to drive sales. Word of mouth endorsement is often what makes a product take off.

Therefore, advertisements on Facebook rely on likes, knowing that...

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Most marketers know that in the very crowded markets that typify retailing today, slick advertisements put out by ad agencies are not usually the best way to drive sales. Word of mouth endorsement is often what makes a product take off.

Therefore, advertisements on Facebook rely on likes, knowing that individuals tend to be very much influenced by what their friends purchase. This is called the bandwagon factor. It depends on humans being innately social creatures who like to do what those around them do. It also relies on tribalism, the idea that we identify with certain groups and want to signal that we are part of that group. We often do this by buying and displaying the products that already have in-group approval.

The extent to which consumers rely on word-of-mouth referral today has driven companies to pay influencers to promote products on Facebook. An influencer is a person who others in a certain group admire or identify with: if this person promotes or use a certain product, others are almost certain to follow.

Spontaneous likes about a product are golden, because they have a high degree of credibility. If a friend you know personally likes a product, that is likely to give you a wide margin of comfort about buying the product yourself—and then referring it to others in your "tribe."

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