Editing Features on Social Media Reduce Consumer Trust, Impacting Purchases
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Digital platforms that allow editing/deleting content reduce consumer trust in user reviews and recommendations. This impacts purchasing decisions.
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Photo filters and editing make consumers suspicious that content doesn't reflect reality. This reduces trust.
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Features enabling editing don't have to be used to impact trust and purchasing. Their mere presence causes distrust.
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Marketers should help consumers identify real vs fake and complete vs missing content. This builds trust.
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AI like deepfakes will require policies, like EU's labelling law, to maintain consumer trust.