Product quality boosts consumer advocacy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2021, 12:49 PM UTC

84% of 1,000 consumers surveyed by Bulbshare prefer recommendations from friends and family over influencers.

With influencer marketing spend expected to rise to $15 billion by 2022, as per Forbes, younger audiences are becoming conscious of “sponsored” posts and content. According to the Blubshare, 60% of consumers never purchased a product inspired by an influencer’s social media post.

When asked if they believed influencers were authentic, 35% of the participants clearly answered yes. 51% reported negative emotions when asked about trust and influencers. However, some of the influencers were linked to themes like "spreading positivity" and "keeping company."

Moreover, 74% of those polled believe quality is critical while recommending products, rather than influencers (3%). Creating brand advocacy campaigns by working directly with consumers can boost sales, as 76% of participants enjoyed reviewing products.

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