When a firm depends on customer advocacy for the promotion of its products, it faces which challenge?
A. Customers are not considered a trusted source of information by other customers.
B. It is difficult to control the promotional messages created by customers.
C. Customer advocacy always creates a weaker influence on buying decisions than advertising.
D. Customer advocacy is considered less effective for positive product reviews than negative reviews.
E. Customer advocacy has declining effectiveness when compared with other means of publicity.
Answer: B
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