Study: While Consumers Still Trust Word-of-Mouth Most, Owned Advertising Is Gaining Ground

It’s no surprise that people are more likely to base purchasing decisions on the personal recommendations of individuals they know and trust than on commercial advertisements. In fact, according to a new study by Nielsen, 84 percent of consumers around the world trust word-of-mouth recommendations from friends and family (a form of earned media) above all other sources of advertising.

While it’s unlikely the public will ever value branded messages more highly than the opinions of those closest to them, that doesn’t mean owned advertising isn’t effective.

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