Authenticity and Brand Trust – Exploring the Role of Incentivized Reviews

Do consumers value incentivized content derived from product sampling in the same way they value organic content? That’s exactly what we wanted to find out.

In today’s world, trust has become an invaluable currency for companies. It’s especially true in marketing, as consumer trust is a make-or-break component for brands and retailers. Those who are unable to establish trust with consumers or — worse — who lose established trust, simply will not succeed in an age where consumer opinions, shared on a massive scale, influence virtually every buying decision.

In the trust economy, credibility is key. Are ratings and reviews actually seen as credible at a time when consumers generally don’t trust marketing or the media at all? Do consumers value incentivized content derived from product sampling in the same way they value organic content?

We commissioned a study conducted by Wakefield Research to understand consumers’ perceptions of incentivized reviews and reviews in general, and to evaluate the credibility of incentivized vs. non-incentivized reviews across different product types. In this e-book, we’ll take a deep dive into these findings and offer key takeaways that help brands and retailers establish and maintain the hard-earned trust of today’s consumers.