Research shows that getting consumers to like a fan page has some positive effect on conversion rates. In fact, where commerce is concerned, Facebook could replace the thumbs up icon with a foot – as in “foot in the door” – because that’s what brands are getting with the like. It’s a social gesture that potentially manifests in the consistency rule kicking in (yes, pun intended).
Social commerce platform provider 8thBridge wondered just what effect the “like” had on purchase behavior, so the company conducted a survey to find out.
This is what they found.