Not always, but often.
Many studies have demonstrated it. The latest one, a research by Bain & Company, highlighted that people who have a conversation with a brand over social media spend 20% to 40% more money the brand than other customers.
What's really surprising is that someone is still surprised about it. People buy something because they like it, remember it and recall it. They talk about it for the same reasons. When brands have a remarkable relationship with people, even when it's not about a product, they generate a bond, an emotional relationship that goes beyond communication.
It's no surprise that such a relationship stimulates people to get in touch with products and to purchase. But that's not all. The most amazing thing is that when brands set up an effective conversation and a remarkable storytelling, people are willing to talk about it with their friends and to involve them directly. Purchase becomes just an intermediate step towards a much more interesting development: advocacy.
Think about it next time you set your strategic objectives.