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2| Success factor: brand & marketing
The trustworthiness of sources of
recommendations is of great importance
BACKGROUND
Recommendations are respected if
they are used by a lot of people
and the source is trustworthy. In
turn, such high use is a sign of
trustworthiness, since many others
have already classed the source as
relevant.
GOOD RECOMMENDATION
Short and concise 51%
REASONS FOR A SOURCE’S TRUSTWORTHINESS
I know the source
72%
The detailed responses on the
reasons for trusting a source then
reveal very clearly how important
the source is. That means
companies must be able to access
the relevant set of users with the
aid of their brand and marketing
and convey credibly that they will
also live up to their brand promise.
Is rated, commented and
used by many others
The recommendation´s
source is trustworthy
37%
36%
The source is a company
I know and appreciate
The source has a good rating
from many others
35%
46%
Matches my taste precisely 33%
Detailed, with a content
summary, background info
and a rating
29%
Other
1%
Source: goetzpartners consumer survey 2015