Consumers today are leveraging social media to discover and validate potential purchases. In fact they rely more on digital feedback from friends, family and influencers, and less on brand-generated messages according toForrester. According to their research some 70% percent of US online adults trust brand or product recommendations from friends and family and 46% trust consumer-written online reviews, while just 10% trust ads on websites and 9% trust text messages from companies or brands. This is according to new Forrester data based on a survey of more than 58,000 respondents.
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