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Third-Party Endorsements

The term third-party endorsements is commonly used to refer to invited or unsought comments and reviews about a product or a service made by individuals other than producers or sellers. Endorsing a company, a brand, or a product consists of expressing an indication of approval.

The concept of third-party endorsement is acquiring greater relevance within the corporate environment as it is considered by communication academics and professionals to be effective practice, tool, or strategy for shaping corporate or brand reputation. Opinions and commentaries shared by key relevant stakeholders can contribute in shaping corporate or product reputation by stimulating brand awareness and recognition or affecting organizational credibility.

This entry first discusses the different types of third-party endorsements, then investigates recent trends linked to the concept, such as social ...

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