The Power of Popularity

This pioneering study explores the convergence of social economic behavior in our new, hyperconnected world. In statistical tests, the correlation of Facebook brand page fan counts of the 30 most popular consumer brands and their respective brand company stock prices were found to be statistically significant, despite the general upward trend for fan counts and radically different stock price performances over a 12-month period. The results suggest that the social media popularity itself, as a construct for consumer following or public interest, may serve as some type of behavioral indicator of brand affinity, customer loyalty, or brand performance.