User-Generated Content: How to Use It for Good and Avoid a PR Crisis
Contently
JANUARY 20, 2023
Think customer reviews, social media posts, and photos or videos shared by loyal customers. Hand in hand with trust comes social proof— a term first coined in 1984 by psychologist Robert Cialdini. Consumers credit reviews from the people they view to be “like them,” thus making social proof a type of decision-making shortcut.
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