Introduction to Popular Culture Studies

The Value of Customer Recommendations (Sept. 13)

Posted by cliffordpaulparsoniiiesq on November 27, 2016

The article on consumer recommendation says a lot about what use business get from testimonials. As the essay describes, an avid user of a product feels absolute in their devotion to the product. When a corporation seeks out the recommendations of its most loyal customers, it aims to make a broader connection to its advertising audience.

To see an ad about Walmart that features only a voice-over narrator describing how awesome Walmart is doesn’t tell me much. Of course Walmart would advertise that they’re great. That’s how advertisement works. What’s more meaningful is to hear those same sentiments expressed by someone who’s relatable.

That’s why customer testimonials are so important. The sweet old lady in the commercial didn’t have to agree to this. She did it because what she says is how she really feels. Plus, we can see her face! How are we supposed to ignore that the faceless narrator in another commercial is just reading off a script he was given? At least now, we feel confident that an actual person ACTUALLY BELIEVES this.

In reading this article’s discussion on customer recommendation, I find myself drawing connections to smaller-scale businesses and what such interactions mean for them. I live in a college town where small, local businesses are abundant, and I’m constantly inundated with messages of “Shop Local!”

I don’t think I’ve ever become a frequent customer at a local business based purely on advertisement. Usually it’s via word-of-mouth. Therefore, the discussion of customer testimonials probably isn’t so important for small businesses. They rely on the small-town community anyway, so why would they need to look outside the community to stir up interest?


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