In today’s multimedia, digital advertising/promotion environment, consumers do not view all sources as equally trustworthy (or very trustworthy). For this post, let’s consider the trustworthiness of media by women consumers.
According to recent research by SheSpeaks, as reported by eMarketer:
“Online product reviews written by regular people — whether they know them personally or not—are what’s most likely to get women to hit the ‘buy’ button, according to SheSpeaks. Asked about the most credible source for information about products, U.S. female Internet users overwhelmingly said ‘only product reviews.’ While 43% preferred reviews by people they followed on social media, or people who were ‘like’ them, a solid 38% trusted any products reviews on shopping sites. Reviews by experts, by contrast, did not impress. Only 7% trusted online product reviews by journalists or analysts the most. Sources of information other than reviews were even less likely to be rated most trustworthy.”
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