Study to brand effect of social networking

POLLING firm Mintel is to quiz consumers about their attitude towards brands both on and offline in a new series of social media reports.

The surveys hope to reveal how people are engaging with consumer goods and services brands and will look at the ways in which people use social media and the internet to influence and inform purchases.

Alexandra Richmond, senior analyst at Mintel, said: “Social networks have established themselves as integral to the consumer’s digital experience. They not only enrich the brand experience, but also help to integrate real-world brands into users’ digital lifestyles.”

The series will focus on a different sector every month – with the initial report examining the beauty and personal care industry.