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A recent survey showed that celebrity endorsement is rated least important when it comes to brand credibility to Hong Kong consumers. Celebrity endorsements are seen as hard-selling; peer reviews however, has gained a high place in decision-making, leading to more trust in brands with positive peer reviews.

Thanks to the popularity of the Internet, consumers can now easily gather product information through websites, and social media sites like forums and Facebook. As peer reviews take on an important role in consumer’s decision making process, it is vital to manage your brand reputation on the Internet, making sure that negative comments are addressed and corrected.