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Hong Kong
2016 Edelman
Trust Barometer
Informed Public
‣ 8 years in 20+ markets
‣ Represents 15% of total global population
‣ 500 respondents in U.S. and China; ...
49 Ireland
47 Turkey
46 Sweden
42 Poland
42 Russia
41 Japan
49 Australia
49 Italy
49 U.S.
47 Hong Kong
46 Spain
45 S. Afri...
51
48
45
41
55 53
47
42
63
57
51
48
67 63
57
51
Globally, trust rising
Source: 2016 Edelman Trust Barometer Q11-14. Below ...
Institutions
NGOs
Media
Government
Business
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. ...
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you T...
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you T...
8
Skepticism across the generations
Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each...
50%
55
46
19 21
28
48
41
45
42
47
44
57
46
50
46
63
52
49
58 55 55
51
69
62 64
73 73
79 81
87
47
37
15
20
24
31 31 33 33 3...
1
Trust in
business
• Industry sector
• Enterprise type
• Country of origin
• Leadership
11
50%
55%
60%
65%
70%
75%
80%
Trust declines in all sectors
Source: 2016 Edelman Trust Barometer Q45-429. Please indicate...
12
Business must lead to solve problems
Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or d...
13
Access to education/training
Address income inequality
Access to healthcare
Protecting/improving the environment
Reduci...
14
Importance Performance Gap
Integrity 37% 18% 19
Engagement 36% 18% 18
Products 32% 18% 14
Purpose 27% 16% 11
Operations...
15
Source: 2016 Edelman Trust
Barometer Q80-95 How
important is each of the following
attributes to building your
TRUST in...
2
Leadership as a
catalyst for change
17
Addressing trust in leadership
Actions
Values
Employee
Advocacy
Engagement
TRUST
18
Actions
Leadership as a catalyst for change
19
Leader focus misplaced
Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or...
20
Purpose and profits matter
Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should persona...
21
Lack of purpose impacts trust
Percent who cite each as a reason for why their trust in business has decreased
Source: 2...
22
Values
Leadership as a catalyst for change
23
Desired leadership qualities
Characteristics that make a CEO trustworthy, percent who
selected each as one of the top 5...
24
60%
68%
72%75%
Their education and
how it shaped them
Their personal
success story
The obstacles
they have overcome
The...
25
Employee
Advocacy
Leadership as a catalyst for change
26
50%
65
60
40
48 48 50
54 55 56
57 58 59 60 62 62 63 64 64 64
72 73 76 76 77 77 78 79
83 85
89
Global
GDP5
Japan
Russia
...
27
Company NOT
engaged in
societal issues
Company
engaged in
societal issues
Companies with CEOs addressing
societal issue...
28
Engagement
Leadership as a catalyst for change
29
76
67
71
56
55
59
60 60 60
53
59
56
57
51
43
47 47
50
51
41
46
45
47
44
35
2012 2013 2014 2015 2016
Transformed media l...
55
60 60
57
45
43 42
40
44
64
60
58 58
49
46
41 40
38
Peers, experts more credible than leaders
Source: 2016 Edelman. Trus...
3
Implications of
Trust
32
Influence
The inversion of
influence
Influence
& Authority
Authority
Old Model
‣ Informed public have
access
to more/be...
33
Embracing the new reality
of influence to
address the trust gap
‣ Create societal impact in addition to profits
through...
34
60
41
39
32
30
20
51
47
18
22
24
27
Trust matters
Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the...
35
Thank You
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2016 Edelman Trust Barometer Hong Kong Results

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2016 Edelman TRUST BAROMETER revealed trust in all four institutions has reached its highest level since the Great Recession, with business receiving the largest increase in trust among both the informed public and the larger general population.

The global rebound of trust has failed to take root in Hong Kong. Following years of declines, taking Hong Kong from the fifth to seventeenth most trusting nation surveyed, this year’s results indicate an ongoing sense of uncertainty about the future of the SAR’s institutions.

This year’s lecture will include a deep analysis of trust in CEOs and roadmap for CEOs to address the trust gap in Hong Kong, with sentiment towards business leaders here failing to match the improvements recorded globally.

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2016 Edelman Trust Barometer Hong Kong Results

  1. 1. Hong Kong 2016 Edelman Trust Barometer
  2. 2. Informed Public ‣ 8 years in 20+ markets ‣ Represents 15% of total global population ‣ 500 respondents in U.S. and China; 200 in all other countries Must meet 4 criteria: ‣ Ages 25-64 ‣ College educated ‣ In top 25% of household income per age group in each country ‣ Report significant media consumption and engagement in business news General Online Population ‣ 5 years in 25+ markets ‣ Ages 18+ ‣ 1,150 respondents per country Methodology 28-country global data margin of error: General Population +/-0.6% (N=32,200), Informed Public +/- 1.2% (N=6,200), Mass Population +/- 0.6% (26,000). Country- specific data margin of error: General Population +/- 2.9 ( N=1,150), Informed Public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), Mass Population +/- 3.0 to 3.6 (N =min 740, varies by country), half sample Global General Online Population +/- 0.8 (N=16,100). ‣ 16 years of data ‣ 33,000+ respondents total ‣ All fieldwork was conducted between October 13th and November 16th, 2015 Online Survey in 28 Countries Mass Population ‣ All population not including Informed Public ‣ Represents 85% of total global population 2
  3. 3. 49 Ireland 47 Turkey 46 Sweden 42 Poland 42 Russia 41 Japan 49 Australia 49 Italy 49 U.S. 47 Hong Kong 46 Spain 45 S. Africa 42 Germany 42 S. Korea 42 U.K. 41 France 41 Ireland 41 Turkey 39 Russia 38 Japan 37 Sweden 35 Poland 73 China 66 UAE 65 India 64 Singapore 62 Indonesia 60 Mexico 82 China 78 India 74 UAE 72 Mexico 72 Singapore 70 Indonesia 64 U.S. 63 Australia 63 Canada 62 Netherlands 61 Colombia 56 Canada 55 Colombia 52 Netherlands 51 Argentina 51 Malaysia 50 Brazil58 Brazil 58 Italy 58 Malaysia 57 U.K. 55 France 54 S. Africa 53 Argentina 53 Spain 52 Hong Kong 51 Germany 50 S. Korea Average trust in institutions, Informed Public vs. General Population, 2016 Nearly 6 in 10 countries are distrusters among the General Population The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. 28-country global total. Informed Public General Population 60 Global 50 Global 3 Trusters Neutrals Distrusters Trust Index
  4. 4. 51 48 45 41 55 53 47 42 63 57 51 48 67 63 57 51 Globally, trust rising Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you Trust that institution to do what is right using a nine-point scale, where one means that you “do not Trust them at all” and nine means that you “Trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, 27-country global total. 4 Percent Trust in the four institutions of government, business, media and NGOs, 2015 vs. 2016 NGOs Business Media Government +4 +6 +6 +3 Informed Public General Population 2015 2016 +4 +5 +2 +1
  5. 5. Institutions NGOs Media Government Business Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you Trust that institution to do what is right using a nine-point scale, where one means that you “do not Trust them at all” and nine means that you “Trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, Hong Kong. 5 Percent trust in the four institutions of government, business, media and NGOs, 2012 vs. 2016 Trust in Hong Kong fails to recover 61 63 64 57 57 54 55 55 50 47 42 43 41 38 39 55 53 42 44 45 2012 2013 2014 2015 2016 General Population
  6. 6. Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you Trust that institution to do what is right using a nine-point scale, where one means that you “do not Trust them at all” and nine means that you “Trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, Hong Kong, Singapore and UAE. 6 Percent trust in business, 2012 vs. 2016 Business trust in Hong Kong falling behind General Population 55 53 42 44 45 59 60 60 57 60 54 63 62 65 67 2012 2013 2014 2015 2016 Business Hong Kong Singapore United Arab Emirates
  7. 7. Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you Trust that institution to do what is right using a nine-point scale, where one means that you “do not Trust them at all” and nine means that you “Trust them a great deal.” (Top 4 Box, Trust) Informed Public and General Population, Hong Kong, Singapore and UAE. 7 Percent trust in government, 2012 vs. 2016 And trust in government also behind General Population 55 53 42 44 45 71 72 73 68 74 69 75 78 83 80 2012 2013 2014 2015 2016 Government Hong Kong Singapore United Arab Emirates
  8. 8. 8 Skepticism across the generations Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you Trust that institution to do what is right using a nine-point scale, where one means that you “do not Trust them at all” and nine means that you “Trust them a great deal.” (Top 4 Box, Trust) Age breakdown (18-34, 35-54, 55+), General Population, Hong Kong. Percent trust per age group in the four institutions of government, business, media and NGOs Business MediaNGOs Government 60% 35% 45% 35% 55% 39% 49% 44% 58% 45% 47% 59% General Population 35 - 54 18 - 34 55 +
  9. 9. 50% 55 46 19 21 28 48 41 45 42 47 44 57 46 50 46 63 52 49 58 55 55 51 69 62 64 73 73 79 81 87 47 37 15 20 24 31 31 33 33 34 34 36 36 37 39 45 46 47 49 49 49 57 64 64 65 69 70 74 81 83 Global GDP5 Japan France Germany U.K. Australia Italy S.Korea Netherlands Sweden Poland HongKong Canada Russia U.S. Singapore Turkey Ireland S.Africa Spain Malaysia Mexico Argentina Brazil China UAE Indonesia Colombia India In 19 of 28 countries, less than half of Mass Population think they will be better off in five years Mass population less optimistic Source: 2016 Edelman Trust Barometer Q445. Thinking about the economic prospects for yourself and your family, how do you think you and your family will be doing in five years' time? (Top 2 Box, ‘Much better off than today,’ and ‘Somewhat better off than today.’) Informed Public and Mass Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. 9 Percent of the Informed Public vs. Mass Population who believe they and their families will be better off in five years’ time Informed Public Mass Population 17 10 12 13 10 21 10 13 18 6 3
  10. 10. 1 Trust in business • Industry sector • Enterprise type • Country of origin • Leadership
  11. 11. 11 50% 55% 60% 65% 70% 75% 80% Trust declines in all sectors Source: 2016 Edelman Trust Barometer Q45-429. Please indicate how much you Trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not Trust them at all” and nine means that you “Trust them a great deal”. (Top 4 Box, Trust) General Population, Hong Kong. *From 2012-2014, Pharma included as subsector(Q61f-65f). **From 2012-2015, Pharma included as an industry sector (Q43-60). 2012-2014 data recalibrated as a sector. Trust in each industry sector, 2012 - 2016 2012 2013 2014 2015 2016 Industry 2012 2013 2014 2015 2016 5 yr. Trend Technology 78% 76% 79% 75% 69% 9 Food & Beverage 68% 69% 70% 64% 59% 9 Energy 68% 69% 68% 62% 59% 9 Automotive 66% 70% 74% 69% 58% 8 Telecommunications 64% 69% 69% 64% 58% 6 Consumer Packaged Goods 65% 68% 68% 62% 56% 9 Pharmaceutical 67% 69% 69% 66% 55% 12 Financial Services 57% 59% 62% 61% 54% 3 General Population
  12. 12. 12 Business must lead to solve problems Source: 2016 Edelman Trust Barometer Q249. Please indicate how much you agree or disagree with the following statement? (Top 4 Box, Agree). General Population, Hong Kong, question asked of half the sample. 62% agree “A company can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” General Population
  13. 13. 13 Access to education/training Address income inequality Access to healthcare Protecting/improving the environment Reducing poverty Supporting human & civil rights Modern infrastructure E E P H Source: 2016 Edelman Trust Barometer Q561-573 Thinking about businesses in your country, how important is it that they play a role in solving each of the following societal issues? Please use a nine-point scale where one means that it is “not at all important” and nine means that it is “extremely important”. (Top 4 Box, Importance) General Population, 28-country global total, question asked of one quarter the sample. Societal expectations vary Most important issue for business to address in each country Canada Brazil Germany France China U.S. Poland Argentina Sweden Mexico U.K. Ireland Netherlands Turkey Singapore Hong Kong Malaysia Colombia Japan Australia Russia S. Korea Italy Spain Indonesia UAE S. Africa India General Population R I I E E R H E E E E E P P E H P E H H H E E E E E P I H E I E
  14. 14. 14 Importance Performance Gap Integrity 37% 18% 19 Engagement 36% 18% 18 Products 32% 18% 14 Purpose 27% 16% 11 Operations 22% 15% 7 Trust-building attributes for business Source: 2016 Edelman Trust Barometer Q80-95 How important is each of the following attributes to building your TRUST in a company? Use a 9-point scale where one means that attribute is “not at all important to building your Trust” and nine means it is “extremely important to building your Trust” in a company. (Top 2 Box, Importance) Q114-129 Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9- point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, Hong Kong. Company importance vs. business performance General Population Has Ethical Business Practices 39% 18% 21 Takes Responsible Actions To Address An Issue Or A Crisis 37% 18% 19 Has Transparent And Open Business Practices 36% 17% 19 Treats Employees Well 39% 19% 20 Listens To Customer Needs And Feedback 36% 18% 18 Places Customers Ahead Of Profits 36% 17% 19 Communicates Frequently And Honestly On The State Of Its Business 34% 18% 16 Offers High Quality Products Or Services 42% 20% 22 Is An Innovator Of New Products, Services Or Ideas 23% 17% 6 Works To Protect And Improve The Environment 31% 17% 14 Creates Programs That Positively Impact The Local Community 24% 16% 8 Addresses Society's Needs In Its Everyday Business 28% 18% 10 Partners With NGOs, Government And Third Parties To Address Societal Issues 26% 15% 11 Has Highly-Regarded And Widely Admired Top Leadership 20% 14% 6 Ranks On A Global List Of Top Companies, Such As Best To Work For Or Most Admired 21% 14% 7 Delivers Consistent Financial Returns To Investors 24% 17% 7
  15. 15. 15 Source: 2016 Edelman Trust Barometer Q80-95 How important is each of the following attributes to building your TRUST in a company? Use a 9- point scale where one means that attribute is “not at all important to building your Trust” and nine means it is “extremely important to building your Trust” in a company. (Top 2 Box, Importance) Q114-129 Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a 9- point scale where one means they are "performing extremely poorly" and nine means they are "performing extremely well". (Top 2 Box, Performance) General Population, Asia Pacific. APAC trust priorities aligning Most important attributes for business to build Trust in Asia Pacific countries General Population 16
  16. 16. 2 Leadership as a catalyst for change
  17. 17. 17 Addressing trust in leadership Actions Values Employee Advocacy Engagement TRUST
  18. 18. 18 Actions Leadership as a catalyst for change
  19. 19. 19 Leader focus misplaced Source: 2016 Edelman Trust Barometer Q451-461. Thinking about CEOs, how strongly do you agree or disagree with the following statements? [‘CEOs do too much lobbying,’ ‘Given that the average tenure of CEOs is just 4 years, CEOs aren’t in their role long enough to make a positive impact,’ (Top 4 Box, Agree) ‘CEOs are too focused on short-term financial results,’ ‘CEOs can be Trust to create jobs’ ] (Bot 5 Box, Do not agree) General Population, Hong Kong. Percent who agree with each statement about CEOs General Population Focus on short-term financial results Lobbying Too Much 59% 48% Positive long-term impact Job creation Not Enough 50% 54%
  20. 20. 20 Purpose and profits matter Source: 2016 Edelman Trust Barometer Q496-506. How visible do you think a CEO should personally be in these different types of business situations? Please use a 9-point scale where one means that it is “not visible at all” and nine means that it is “extremely visible”. (Top 4 Box, Visible) General Population, Hong Kong, question asked of half the sample. Percent who agree that CEOs should be personally visible in discussing… 56% Societal Issues ‣ Income inequality ‣ Public policy discussions ‣ Personal views on societal issues 54% Financial Results General Population
  21. 21. 21 Lack of purpose impacts trust Percent who cite each as a reason for why their trust in business has decreased Source: 2016 Edelman Trust Barometer Q328-329. For which of the following reasons, if any, has your Trust in each institution listed below increased over the past year? Q330-331. For which of the following reasons, if any, has your Trust in each institution listed below decreased over the past year? General Population, Hong Kong. Reasons trust in business has decreased General Population 40% 43% 62%Fails to contribute to the greater good Provides few public services Does not help me and my family live a fulfilling life
  22. 22. 22 Values Leadership as a catalyst for change
  23. 23. 23 Desired leadership qualities Characteristics that make a CEO trustworthy, percent who selected each as one of the top 5, Hong Kong vs. APAC General Population Source: 2016 Edelman Trust Barometer Q515. Which of the following personal characteristics make a CEO Trustworthy? Please select the 5 most important characteristics that make a CEO Trustworthy. General Population, Hong Kong and Asia Pacific. 25% 17% 31% 26% 35% 28% 31% 36% 44% 46% Visionary Competent Decisive Authentic Experienced Asia Pacific Hong Kong
  24. 24. 24 60% 68% 72%75% Their education and how it shaped them Their personal success story The obstacles they have overcome Their personal values Personal values and history matter Source: 2016 Edelman Trust Barometer Q507-514. Thinking about how a CEO communicates with a variety of groups and individuals, how important are each of the following activities a CEO could engage in? Please use a 9-point scale where one means that attribute is “not at all important to building your Trust” and nine means it is “extremely important to building your Trust”. (Top 4 Box, Important) General Population, 28-country global total, question asked of half the sample. [Media Engagement net = Q507 ‘Interviews with the media,’ and ‘Q512 ‘Sharing their views on a blog or on social media.’ Direct Engagement net = Q508 ‘Communications with employees,’ and ‘Participation in industry conferences.’] Q516-524. For you to Trust a CEO, how important is it that you have information on each of the following aspects of the CEO’s personal life outside of their business? Please use a 9-point scale where one means that attribute is “not at all important to building your Trust” and nine means it is “extremely important to building your Trust. (Top 4 Box, Important) General Population, Hong Kong, question asked of half the sample. Percent who agree that each type of information is important in building trust in a CEO General Population
  25. 25. 25 Employee Advocacy Leadership as a catalyst for change
  26. 26. 26 50% 65 60 40 48 48 50 54 55 56 57 58 59 60 62 62 63 64 64 64 72 73 76 76 77 77 78 79 83 85 89 Global GDP5 Japan Russia France Sweden Australia S.Korea Poland UK Italy HongKong Ireland Germany Netherlands Spain Turkey Canada U.S. S.Africa Singapore Malaysia UAE Indonesia Brazil Argentina China India Colombia Mexico Significant employee lack of trust Source: 2016 Edelman Trust Barometer Q525-526. Thinking about your own company and other companies in your industry, please indicate how much you Trust each to do what is right using a 9-point scale where one means that you “do not Trust them at all” and nine means that you “Trust them a great deal”. (Top 4 Box, Trust) General Population, 28-country global total. GDP 5 = U.S., China, Japan, Germany, U.K. Percent who trust the company for which they work TrustedDistrusted 7 in 10 Agree employees are credible spokespeople General Population
  27. 27. 27 Company NOT engaged in societal issues Company engaged in societal issues Companies with CEOs addressing societal issues do better Source: 2016 Edelman Trust Barometer Q527-529. Does your company and your company’s CEO get involved in addressing broader societal issues beyond the core business, through programs or relationships with other companies? Thinking about your current company, please indicate how much you agree with each of the following statements using a 9-point scale where one means that you “strongly disagree” and nine means that you “strongly agree”. (Top 4 Box, Agree) General Population, Hong Kong, question asked of half the sample. General Population Impact of Company Engagement 19 30 21 20 34 26 2276 79 79 79 81 81 89Do the best possible job for the customer Recommend products and services to others Committed to achieving our strategy Motivated to perform Confidence in the future of the company Stay working for the company Recommend company as an employer 54 53 45 59 60 51 70
  28. 28. 28 Engagement Leadership as a catalyst for change
  29. 29. 29 76 67 71 56 55 59 60 60 60 53 59 56 57 51 43 47 47 50 51 41 46 45 47 44 35 2012 2013 2014 2015 2016 Transformed media landscape Source: 2016 Edelman Trust Barometer Q178-182. When looking for general news and information, how much would you Trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not Trust it at all” and nine means that you “Trust it a great deal.” (Top 4 Box, Trust) General Population, Hong Kong, question asked of half the sample. Trust in each source for general news and information *From 2012-2015, we included Online Search Engines as a media type. In 2016, we changed to Search Engines. **From 2012-2015, we included Hybrid as a media type. In 2016, we changed this over to Online-Only. Owned media Globally, owned media is 46% and rising (+3 points) year on year for 2 years, surpassing social media. General Population Media type Traditional Media Search Engines* Online-only Media** Social media Owned media
  30. 30. 55 60 60 57 45 43 42 40 44 64 60 58 58 49 46 41 40 38 Peers, experts more credible than leaders Source: 2016 Edelman. Trust Barometer Q130-587. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General Population, Hong Kong, question asked of half the sample. 30 Percent who rate each spokesperson as extremely/very credible 2015 2016 +3+9 Technical Expert Academic Expert A person like yourself Financial Industry Analyst CEONGO representative Board of Directors Government official/regul ator A person like yourself credibility increased the most General Population Employee most trusted content creators:#1 Friends and Family
  31. 31. 3 Implications of Trust
  32. 32. 32 Influence The inversion of influence Influence & Authority Authority Old Model ‣ Informed public have access to more/better information ‣ Top-down influence through a set number of channels New Reality ‣ Peer-to-peer influence more powerful than top- down ‣ Increasing lack of trust among population, characterized by significantly lower optimism about the future The Gap ‣ Democratization of information access ‣ Discrepancy in communications leaders who haven’t adapted to this new reality
  33. 33. 33 Embracing the new reality of influence to address the trust gap ‣ Create societal impact in addition to profits through purposeful action ‣ Express your values through ethical engagement in which you share your story ‣ Ignite your most powerful advocate, your employees ‣ Engage cross channel to meet stakeholders, where they are, about what most interests/concerns them Actions Values Employee Advocacy Engagement Influence AuthorityLeadership TRUST
  34. 34. 34 60 41 39 32 30 20 51 47 18 22 24 27 Trust matters Source: 2016 Edelman Trust Barometer Q371-589. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you Trust? Please answer yes or no to each action. General Population, Hong Kong, question asked of half the sample. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not Trust? Please answer yes or no to each action. General Population, Hong Kong, question asked of half the sample. Percent who engage in each behavior based on trust Behaviors for Distrusted Companies Behaviors for Trusted Companies Refused to buy products/services Criticized Companies Shared Negative Opinions Disagreed with others Paid More than wanted Sold Shares Chose to buy products/services Recommended them to a friend/colleague Shared Positive Opinions Online Defended Company Paid More Bought Shares most trusted content creators:#1 Friends and Family General Population
  35. 35. 35 Thank You

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