Why is it that many young users trust unknown peers more than recognized experts?
The reason why young users trust unknown peers more than recognized experts are that must experts are considered to be biased. Young users believe that peers offer them first hand knowledge and experience without being biased about the brand/product, they don’t get paid for their input like experts. Young peers also identify more with individuals of their same age/group even if they are unknown to them, it is easier for them to relate to customers of the same product/brand.
Discuss the Internet concept of engaging the right people with the right message rather than attempting to get in front of the most people with the same message.
The right message is more important to get to the right people rather than to get it to a large amount of people. It creates/increase customer relationship with the brand/product, it also retains customers and builds loyalty with the brand/product – which is very important. Getting the right message to the right people also decreases the firms cost since they are not wasting money on the wrong people.