Businesses have long realized that we are swayed more by the opinions of our friends and neighbors than by advertisements in the media, which is why social media has become so powerful in shaping messages. For some people, this trust apparently also extends to celebrities on social media since their recommendations are also assumed to be disinterested. So a celebrity who recommends something on Twitter is more likely to sway readers than the same celebrity saying the same thing in a commercial. The former is seen as an honest preference while the latter is just an actor reading someone else’s words.
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