Social media takes a toll on brand trust in Indian market, finds IPG study

Consumers are pushing brands to reinvent themselves, seeking more information and access as trust takes a hit, finds an IPG study

The all-pervasive nature of digital media while transforming lives and shopping habits of consumers has also had an unintended consequence: People today are less trusting of social media recommendations and influencers.

A new study by Interpublic Group (IPG), according to its managing director Terry Peigh, reveals that trust in social media in markets such as India and the US has fallen sharply. While the drop in India and the US is 6 per cent and 11 per cent respectively between 2017 and 2018, in Brazil, Germany and the UK the drop is around 2-4 per cent. China is the only market