Study: Consumers less likely to trust their friends

02/8/2010 | Advertising Age (tiered subscription model)

People are becoming less inclined to trust information they get from their friends, a study by Edelman shows. The percentage of people who say they view their friends and peers as credible sources declined from 45% in 2009 to 25% in 2010, the study found. Edelman CEO Richard Edelman suggests marketers shouldn't rely solely on peer-to-peer marketing. "It's a more skeptical time," Edelman says. "If companies are looking at peer-to-peer marketing as another arrow in the quiver, that's good, but they need to understand it's not a single-source solution."

View Full Article in:

Advertising Age (tiered subscription model)

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Senior Regional Interactive Sales Manager
Comcast Spotlight
Bethesda, MD
Sales Executive, and Mamá
New York, NY
Marketing Services Director
Farm Journal Media
Rosemont, IL
Director, Revenue Operations - Technical Program Management
Pandora Media, Inc.
Oakland, CA
VP, Client Partner, Digital Marketing
iCrossing, Inc.
Santa Monica, CA