What online communities reveal about who consumers trust
A new Ipsos Online Communities study reveals that half of Americans say they fact-check their news — and that many do so in conversation with their peers.
Whether they want to know what to believe or what to buy, most Americans aren’t looking to chatbots for answers, but to the people they trust: their friends and family. Social media can scale that influence.
Americans rely on trusted sources to navigate the noise, making it crucial for businesses to gain consumer insights that provide a window into these influential communities and conversations. This enables authentic engagement, minimizes risk, and supports more informed decision-making.
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