Retail Brands With Twitter Accounts Appear Less Trustworthy [REPORT]

Despite social media being hailed as a new way for brands to appear more transparent and honest, something’s not working: according to the latest study from YouGov, consumers actually trust retail brands that have Twitter accounts less than their non-tweeting competition.

Over half (55 percent) of online shoppers feel that retailers with a social media presence are less trustworthy, with only 27 percent saying social media makes them trust brands more.

Twitter itself fares a bit better than social media in general, with 52 percent of consumers saying it reduces trust in a retailer but 37 percent saying it increases it.

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