Consumers opt for culture-related brands

The involvement of a brand with culture and social movements influences the decision to buy consumers. This is what the research "the impact of Culture" says, performed by Twitter, Magna, IPG Media Lab and WMcCann. According to the study, 74% of consumers who use Twitter prefer companies that connect to the culture. At the time of the purchase decision, the combination of price and quality was identified as the factor that most influences, with 47%, followed by brand qualities, 27%, and involvement with culture, 26%. The research was developed with Brazilian consumers and a group of Twitter users.