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September 2, 2008 – 12:15 pm
According to the graph below, trustworthiness in advertising is derived mainly from the delivery vehicle for the message, not necessarily the message itself. It suggests that the closer an individual feels to the messenger, the more that individual places his or her trust in the actual message. “Word of mouth” still maintains the highest level of trust.
Have online user reviews improved in the past 12 months on the 61% trust level, or have those same reviews allowed for a greater possibility of manipulation, thus decreasing trust levels?
And, as most of our friends become integrated into our online social networks, will “word of mouth” simply be ubiquitous for online AND offline recommendations, thus eliminating the need for a distinction? After all, I get more recommendations from my “offline” friends via Facebook, email or Upcoming then anywhere else.
