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Trustworthiness
INDIVIDUALSELF-MANAGING KNOWLEDGE WORKER

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“Customer X pays attention to and likes your product. . .”

The Facebook Era ()

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Prentice Hall

FSI FontShop International

“Customer X pays attention to and likes your product. . .”

“Not only is trust transitive—so are brand attention, enthusiasm, and loyalty. Customer X pays attention to and likes your product. Prospect Y pays attention to and likes Customer X. Suddenly, without you really having a say, you might find that Prospect Y also pays attention to and likes your product. Although these dynamics have existed all along, it was much harder and less efficient to convey brand affinity before the Facebook Era.”

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