Study: Who shares your content matters

Partnering with influential social media users is popular among marketers, and for good reason: A recent study revealed that most people are swayed by them, rather than contents’ source.

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According to a new study from the Media Insight Project, it’s the sharer, rather than the publisher, who inspires people to take interest.

The study, which was a collaboration between The Associated Press-NORC Center for Public Affairs Research and the American Press Institute, took a fake news story about diabetes and labeled it as either something from the Associated Press or

Half of the participants saw the story posted by a celebrity they trusted, while the remainder saw the story from a celebrity they didn’t trust.

Half of the participants said that the story was accurate when a trusted celebrity shared the story. Only 35 percent said it was accurate when an untrusted source shared the story—regardless of whether the story came from its original source or the fictional site.

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