MoeVox

Research brief

When making a purchase, do you prefer to buy a product released by the brand itself or one recommended by a creator?

This report evaluates consumer decision-making patterns when choosing between direct brand offerings and creator-endorsed products. By analyzing these preferences, we provide validation on how different sources of influence impact purchasing behavior. Use these insights to compare the effectiveness of brand-led versus creator-led marketing strategies.

Based on a survey of 500 U.S. consumers generated from demographic-based AI respondents.Jul 15, 2026, 6:45 AMPublic research report

Target audience

Social media active users, aged 18–45, located in the United States.

Age 18-45

Sample size 500

Completed / Failed 500 / 0

When making a purchase, which source of influence do you prefer?

Creator-recommended product

54.2%

n=271

Respondents for this option · Drivers

Personal connection or relatability

Trust in the source's expertise or reputation

Perceived authenticity and honesty

Better promotional offers or pricing

Direct access to product information and specifications

Brand-released product

29.4%

n=147

Respondents for this option · Drivers

Direct access to product information and specifications

Trust in the source's expertise or reputation

Perceived authenticity and honesty

Personal connection or relatability

Better promotional offers or pricing

I have no preference

16.4%

n=82

Respondents for this option · Drivers

Personal connection or relatability

Trust in the source's expertise or reputation

Perceived authenticity and honesty

Direct access to product information and specifications

Better promotional offers or pricing

Creator-recommended product audience

Younger, never-married consumers show a strong preference for creator-recommended products.

271 / 500 respondents54.2%

The segment is primarily composed of individuals aged 18 to 34.

A majority of these consumers are never-married and identify as female.

Key differences

Potential risks

What are they worried about?

Lack of transparency and bias in creator endorsements

My main concern is that hidden sponsorships might lead to biased recommendations that don't actually prioritize my needs as a consumer.

Product quality, reliability, and customer support concerns

My biggest concern is that even with a direct brand purchase, I might still receive a product that fails to meet the technical specifications or quality standards I expect.

Data privacy, security, and tracking risks

I worry that sharing my purchase data directly with a brand might lead to unwanted tracking or my personal information being sold to third parties.

Concerns regarding brand marketing and communication transparency

My main concern is that brand-released information can sometimes be overly polished or vague, making it hard to find the objective, practical details I need to feel confident in my decision.

Sampling data

Review the respondent-level sample records