People today can move markets and build or destroy reputation.With the ubiquity of the Internet and round-the-clock news and information, consumers can easily praise or punish brands and the companies behind them. Armed with an overabundance of data, purchasers have tremendous influence over what their friends or families buy and even what strangers buy.
What sources move consumers? Not surprisingly, word of mouth is the leading influence (88%) when it comes to impacting consumers' opinion of a company, whether its genesis is online or offline. Conversations where company likes and dislikes are discussed are no longer out of the ordinary for the general public. What is noteworthy is the power of online reviews (83%) and online search results (81%) in determining what people say about companies and the brands they make. Online reviews are nearly as important as word of mouth in determining perceptions and impacting public opinion. There is no doubt that user-generated online reviews such as those found on recommendation sites (such as amazon.com, TripAdvisor or Yelp in the U.S. and U.K., TaoBao, Ctrip and Dianping in China, and Buscape and ReclameAQUI in Brazil) have fast-become omnipotent arbiters of brand trust and company assurance.
News sources and company websites are also highly influential for learning about companies (79% and 74%, respectively). For those who doubt the influence of company websites in favor of other channels, this study reinforces their value as a gateway to company reputation.
Other notable sources of influence on company perceptions include awards and rankings (63%), leadership communications (59%) and advertising (56%) -- all cited by over one half of consumers surveyed. As it has been said before, consumers are searching for confirmation that the company behind the brand is endorsed by others, reinforced from top to bottom and vocal.
Social networks, on the other hand, were rated as having the least influence (49%) on company opinion by consumers. The reason for this is probably due to the fact that most companies have yet to fully embrace social media in a way that resonates and truly engages the increasingly cynical public. However, we all know that the influence of social networks is growing fast. Once companies figure out how to best use social media to demonstrate their receptivity and customer focus, social media will be the consumer's best friend.
1. The passage is mostly taken from ______.
A. Radical changes of consumers' shopping habits caused by the Internet
B. Consumers' company perception in information era
C. Consumers shape reputation instantly
D. How to move consumers
2. It is can be inferred that ______.
A. The importance of advertisement has declined.
B. Consumers are not interested in companies' background.
C. Social media's influence on company opinion is limited and can be ignored.
D. Company should not overlook any opportunity to socialize reputation.
3.What does the last paragraph imply?
A. Social network plays an important role in daily life.
B. People have displayed positive attitude towards social media.
C. Companies will put great effort to figure out the best way to promote products in social media.
D. Social media's influence on company opinion is greater than word of mouth.
4. What can we learn from this passage?
A. Awards and rankings play important roles in company perceptions.
B. Social media has enormous potential in forming people's opinions of a company.
C. Public praise is of great importance to company reputation.
D. All above
5. Which of the following statement is not true?
A. Word of mouth has taken a dominant position in impacting consumers' idea of a company.
B. News sources and company websites can provide consumers with information about companies.
C. Online reviews have greatly contributed to brand trust and company assurance.
D. Leadership communications is less influential than advertising for learning about companies