According to a survey of more than 1,000 consumers by branded content consultant Contentworx, just 2% said they were more inclined to buy the company's products following exposure to such campaigns.
Of the respondents, 11% said that brands were trying too hard to get their attention through social networking campaigns, although 8% said they were impressed that such brands were adopting an innovative approach.
In other findings, the survey revealed that consumers were more taken with watching TV over the internet. More than 70% of 18 to 24-year-olds and 44% of all respondents said they would be more likely to watch TV over the internet in future.
The survey found that people did not rate Apple's iPhone or 3G mobiles with TV as high on their list of priority purchases.
However, Andrew Canter, chief executive of Contentworx, pointed out that high-definition TV sets were ranked as the most desirable technology in this year's study.
Blu-ray disc players and HD DVD players also garnered little interest, with just 3% of those polled valuing the new technologies.
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