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Study: Consumers find branded content less valuable than other types

from Poynter

Consumers trust “articles from credible journalists” more than branded content and user reviews when making purchase decisions, a recent study says. Nielsen conducted the study, which was commissioned by a company called inPowered. It’s important to stipulate up front that inPowered is a business that “distributes content like an ad,” as Robb Henshaw, inPowered’s head of communications, explained. As David Taintor described inPowered’s ads last year, the company places “a snapshot of an article about that product — and it links to an actual story, not ad copy.” more

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