Viewpoint: Social media research: developing a trust metric in the social age

Gaëlle Bertrand

This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise.

Viewpoint: Social media research: developing a trust metric in the social age

Gaëlle Bertrand

Precise

Few theoretical purchase decision models recognise the influence of social media on consumer decisions. A really interesting revision of the consumer decision process, penned by McKinsey, recently did however. It acknowledges this influence, by referring to it as ‘bonding’, further confirming that brands can no longer ignore the impact social media has in triggering consumer choices, and influencing their perception and trust in brands.

Peer recommendations already play a significant part in the ZMOT, or Zero Moment of Truth – a phrase coined by Google...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands