Social media has been a resource for users to keep in touch with friends and family, but now, a new trend is emerging. Consumers are taking to the sites to praise their favorite brands and retailers, meaning that these social platforms are effective tools for businesses to connect with valuable shoppers and boost loyalty.

A study by Scarborough Research found that 13 percent of consumers use social media sites to showcase their support for their favorite brands. Of that amount, 80 percent stay with a preferred retailer when they find one, the research discovered. The networks that are most popular among shoppers who use sites for brand love include Twitter, LivingSocial and Facebook. Retailers can take to these platforms to connect with customers and offer deals and discounts that appeal to their tastes, further boosting loyalty.

Social media seems to be significantly popular for retailers, as Business News Daily reports that users seem to favor following their preferred brands on the sites more than they do their favorite celebrities. Sixty-one percent of people keep up with retailers on the platforms, compared to just over half of individuals who follow famous figures.