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Six reasons people recommend brands

A recommendation is a prized form of earned media. It’s free and it comes with credibility, because we trust our friends and family. However, making a recommendation requires us to lay ourselves on the line so it is risky. What if the brand doesn’t live up to the expectation? Despite that, people continue to make recommendations. To work out what prompts them, earlier this year, we conducted qualitative research across Australia and New Zealand. This is what we uncovered. Sharing the magic o