A recent survey by Bazaarvoice and Savanta revealed that 59% of US shoppers are largely influenced by honest reviews from creators that detail both the pros and cons of products. This insight underscores the growing importance of transparency in marketing strategies. Moreover, a further EMARKETER survey indicates that 56.5% of US social shoppers actively follow influencers online. This trend is leading 90% of marketers to commit to leveraging creator partnerships through retail media networks in the upcoming years, showcasing a robust shift towards trust-building in merchant-consumer relationships.
According to a September 2024 survey, 59% of US shoppers are most influenced by honest creator reviews showcasing product pros and cons, highlighting the importance of transparency for marketing.
A 2024 study by LTK and Northwestern University revealed that over 90% of US marketers will promote creator partnerships through retail media networks, indicating strong confidence in influencer marketing.
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