Consumer-based word-of-mouth (WOM) information is viewed as the most reliable source of information about brands on social networking sites: 38% of social networking users say posts from other consumers are most credible, followed by posts from brands themselves (32%), according to a survey from InSites Consulting.
Information posted by journalists (7%) and marketers (3%) is viewed much less favorably.
Although 44% of social networking users say a brand's posting about itself is credible, fewer US consumers overall (37%) say the same.
Below, other findings from the 14-country Social Media Study by InSites Consulting
Top Entities Consumers Fan or Follow
Among consumers who have become a fan of something on a social networking site, most cite entertainment or celebrity profiles as among their favorites:
- A band: 44%
- A famous person: 40%
- A brand: 35%
- A non-famous person: 24%
- Other: 17%
- None of the above: 10%
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