Survey: Influencers have little influence on consumer trust

Retailers looking to build brand trust with consumers should focus on the experience they provide, rather than celebrity endorsements.

According to a new survey of 522 U.S. online shoppers from retail marketing technology company Bluecore, a leading 40% of respondents said the factor with the most impact on their trust of a brand is successful purchase experience. This was followed by a successful customer service experience and time spent using the product and having it meet expectations at 22% each.

Ten percent cited recommendations from friends and family, and only 5% said recommendations from a trusted celebrity or influencer. Gen X respondents age 25-54 were most likely to cite influencer recommendations (8%), while boomer respondents age 55 and up were least likely to pay attention to influencers (2%).

CSA