Consumers inevitably have different feelings about brands and how likely they are to use and re-use a particular service - but is loyalty diluted because of the web? Some marketing gurus have suggested that brand loyalty is dead, or pretty close to being something from a bygone age.
However, according to this latest study by Facebook, they are largely wrong.
The headline finding is that 77% of people across all five verticals will return to the same brands again
Loyalty thrives in emotion
Millennials face unique barriers to brand loyalty
Price matters, but experience matters more