referenskraft
Referenskraft is a concept used in Swedish business and communication contexts to describe the ability of a person, organization, or message to influence others through references, endorsements, and credible signals. It rests on the idea that trust and authority are conveyed by external sources, such as customers, experts, brands, or institutions, and that these signals can sway opinions, decisions, or actions.
In practice, referenskraft is built from several elements. The credibility of the reference (expertise, honesty, and
Measuring referenskraft is challenging because it is partly subjective. Indicators include changes in attitudes, engagement metrics,
Challenges and limitations exist, such as the risk of biased or inauthentic endorsements, fatigue from excessive
See also: social proof, credibility, endorsements, testimonials, branding.