8/23/2013

Word-of-mouth marketing from friends and family is the dominant influence on the purchasing habits of consumers, according to a study from the Zocalo Group. Less than one-third of consumers say they trust YouTube reviews, while 27.1% say they trust Facebook posts and 17% say they trust Yelp reviews. Eight in 10 trust recommendations from friends, but only about 4% say they trust a celebrity spokesperson, the study found.

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