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The phrase “people trust people, not brand advertising” should be updated to state: “People trust real people and real friends, not social media and/or brand advertising.” Nowhere is this more evident than among the Millennial generation, who for all their good intentions and social-do-goodness, are less trusting of what they read and see in social media.
An October 2014 Student Monitor survey queried college students about the the media through which they learn about products and services. The number one channel by which students preferred to receive product/service information was good old-fashioned word of mouth (48%). Interesting, “ads on the Internet” was second at 39%, well ahead of “information on the Internet” (21%) and “product reviews online” (18%)....
Via Jeff Domansky
Social Media Has Killed Consumer Trust. The public has figured out that cyber-shilling, gamified endorsements, and native advertising are real. Or has it?