According to a study conducted by the Journal of Consumer Research, once a consumer is empowered, it gets very hard to influence him or her through social media.
Consumer empowerment by a company means that consumers are involved in significant courses such as in the development of products.
According to the study’s authors, Mehdi Mourali of University of Calgary and Zhiyong Yang of University of Texas, Arlington, “peer-to-peer marketing and consumer empowerment may not be compatible. Empowered consumers resist social influence by either discounting the opinions of others or deliberately expressing opinions that diverge from those of other consumers.”
Consumer empowerment is common among many businesses, including Mountain Dew and M&M’s. These companies empower consumers by making them vote for what their preferred colors, flavors, and other characteristics are for products. Simultaneously, these companies also try to win over customers and potential customers through various social media channels.