As has been widely reported, consumers consider friend recommendations to be more trustworthy than company advertising.
A recent major research study bears this out. According to a story by Todd Wasserman for Mashable: “Seventy percent of consumers trust brand recommendations from friends, but only 10% trust advertising, according to a new report from Forrester Research. The study, based on responses from 58,000 respondents, also found that 46% of consumers trust consumer reviews and 9% trust text messages from brands. The findings come after at least one Facebook partner has affirmed that the social network’s Sponsored Stories — which are based on friend recommendations on behalf of a brand — are more effective than standard banner ads.”
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