Study: Recommendations trump ads for building trust with brands

03/22/2013 | ECT News Network

About 70% U.S. consumers trust product recommendations from friends and a little fewer than half trust online customer reviews, according to a study by Forrester Research. The report notes that many brands are spending on digital ads that appear in social media, text messages or e-mail, even as consumers indicate those media aren't as effective as recommendations when it comes to building trust.

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