The Growing Influence of Online Social Shoppers

Who do consumers trust?

eMarketer, April 7, 2008 — According the Edelman “Trust Barometer,” consumers feel the most credible source for information about a company—and by inference, products— is a “person like themselves.” Now with social shopping sites, product blogs and online ratings and reviews, consumers have the means to communicate their opinions about products and companies to tens of thousands of other consumers “like themselves” at a critical point in the sales cycle—the beginning.