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L’Oreal, Dove Are Most Favorited Brands Among Social Media Users

L’Oreal, Nivea, Dove and Chanel are among brands most likely to be recommended by social-media users, while McDonald’s and Monsanto rank near the bottom of the referral list, according to a survey.

The research from WPP Plc’s Social@Ogilvy agency and SurveyMonkey will be presented at the Cannes Lions advertising gathering on Wednesday. Some 5,600 people in 11 countries who use networks such as Facebook, YouTube and Twitter reported to an online panel to show who are true advocates of a marque and to what extent. Though 84 percent of users reported “liking” or following a brand, only 58 percent said they were willing to share good and bad experiences.