Influencer Marketing: Advertising in the Age of Social Media

Author

Clarisse N'Kaa

Organization

Option consommateurs

Published

2021

Summary

Influencer marketing is increasingly present in our daily lives. Meanwhile, the effects of this advertising technique are largely unknown.

This study addresses several concerns associated with influencer marketing, including influencers claiming to have an unbiased, authentic experience or review of a product or service when, in reality, they are being paid to advertise. There is also the issue of fake followers or ‘likes’ on social media networks that are meant to deceive consumers by exaggerating the appeal of a product or service. The study also examines the rise in influencer marketing targeting young children, as well as influencers who are children.

The research produced several recommendations for government, including a call to ban online ads directed at children under 13, as well as funding for initiatives that educate consumers on marketing techniques that target young children. In addition, it was suggested that platforms should work with governments to implement mechanisms that identify problematic advertising on social networks and that advertising agencies and influencers should be made to disclose their commercial ties.

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OCA Funded Research
This research received funding support through the Office of Consumer Affairs' Contributions Program.


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Source: Consumer Policy Research Database

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