A recent study reveals that engaging in playful banter on social media can drive sales, particularly evident during the 2019 interactions among Popeye's, Wendy's, and Chick-fil-A. The lighthearted exchanges led to a dramatic increase in tweets and a 54% rise in Popeye’s in-store visits. The study highlights that the key is spontaneous banter rather than intentional attacks, which can inadvertently benefit rivals. Chick-fil-A's engagement in this sort of banter likely helped Popeye's visibility, revealing the potential pitfalls of competing brands engaging online without strategic foresight.
"The degree to which social media engagement translates into sales has been an open question, but a new study shows playful banter can drive in-store visits."
"The authors mean banter and not disparaging attacks; the tone must be playful, without a planned marketing strategy like the cola wars."
"Engaging in a little banter with rival brands on social media notably drove offline sales, particularly for Popeye's after their product launch."
"Chick-fil-A's engagement in banter with Popeye's likely boosted Popeye's sales, but did not generate a similar increase in store visits for themselves."
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