Abstract
In the consumer decision making process there are four sources of information consumers use to assist in determining which brands they will consider for purchase; commercial, social, experiential, and public sources. Organisations have the most control over the commercial sources, but this information is usually viewed as the least credible from a consumer perspective. In contrast, experiential sources are usually the most reliable type of information, except in situations where a social source, such as a friend, is also an expert in that product category, in which case this social source may be perceived as more reliable. This chapter looks at how well planned content creation can blur the lines between commercial and social sources of information in this new social media environment.
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Kilgour, M., Sasser, S., Larke, R. (2016). How to Achieve a Social Media Transformation. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_3
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DOI: https://doi.org/10.1007/978-3-658-10558-7_3
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