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More than a third of shoppers say that their purchasing behaviour is affected by social media, and 20 per cent of Facebook users are likely to share negative news about a brand on social media platforms, according to the Kaizo Advocacy Index.

The Kaizo Advocacy Index is an audit of online reputation that analyses social media outlets to rank UK household names.

Morrisons was top of the supermarket brands according to online and social media channels, Waitrose ranked second, followed by ASDA, Tesco and Sainsbury's. Supermarkets scored low overall due to the high numbers of online complaints about poor customer service.

Virgin Atlantic topped the airline sector, followed by BMI, British Airways and easyJet. Budget airline Ryanair came last.

Kaizo found that a comment made on a social media platform will influence more than a third of supermarket shoppers' purchase decisions. The story is similar when it comes to electrical goods, and airlines.

The research found that 40 per cent of respondents had posted a positive comment on a social media channel in the last six months, compared to the almost 30 per cent that had posted a negative comment.

Rhodri Harries, managing director of Kaizo, said: 'The brands that are faring well are the ones that take recommendations seriously and do all they can to influence them. Whether creating a consistent positive news flow, focusing on review sites, being creative and visual, and ultimately, involving customers and commentators, there isn't a one size fits all approach. To win recommendations, brands need to be involved in consistent 'conversations' as well big bang campaigns.'

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