Authenticity in inflencer marketing WHAT IS AN INFLUENCER

TABLE OF CONTENTSDefinition Situation Effects Solutions... TYPES OF INFLUENCERS INFLUENCER MEGA- INFLUERNCE MACRO-R INFLUENCER INFLUENCER NANO- MICRO->1M Followers+ 50.000 – 1M Follower

Authenticity in

Inflencer marketing

Presented by Group 4

MEMBERS

TABLE OF CONTENTS

Definition Situation Effects Solutions

WHAT IS AN INFLUENCER?

A person with the ability to influence others Anyone can be an

influencer It is just about what kind of influencer you are.

TYPES OF INFLUENCERS

INFLUENCER

MEGA- INFLUERNCE

MACRO-R

INFLUENCER INFLUENCER NANO-

MICRO->1M Followers+ 50.000 – 1M Followers 1000 – 50.000 Followers Followers<1000

Influencer Marketing is a form of social

media marketing involving influencers, people and organizations who have a purported expert level of knowledge or

social influence in their field.

HOW DOES IT WORK?

MARKET

Followers purchase the product

SUPPORT

Followers build trust with the product

What makes influencer marketing different is the relationship between the influencer and potential consumers

When influencers collaborate with a company on a product that people know the influencers have trust in, their followers gain proof of authenticity

in the product and company.

TABLE OF CONTENTS

Definition Situation Effects

Examples of authenticity in IM

Solutions

With influencers being

the new faces of

companies, marketing

strategies are more

adverse and compelling

in current time

CURRENT

SITUATION BLACKPINK X SAMSUNG

The target audience of the product is aimed for

BLACKPINK’s fans who are willing to buy products under their name Samsung also earned the media’s trust in their products

TOURBOX COLLABORATI

ON

TOURBOX COLLABORATI

ON

The influencers gave very

honest reviews about the

gadget, also naming its pros and cons It has given trust in the product and company itself.

These marketing campaigns brought authenticity in their products, putting companies in a position to win over the right customers.

Causes & results

of authentic versus inauthentic influencer marketing

- Hồng Ngân

Triad

of relationship

in IM

Values aligned

Honest, genuine

The influencer’s and the

brand’s values aligned

Message conveyed + content

original

Authentic IM

The audience finds influencers’

opinion and reaction to be honest and

genuine

Brand’s message is conveyed while the

influencer’s content is still entertaining &

Results of

Authentic IM

take interest in/purchase the products/services

Values aren’t aligned

Upfront product placement

The influencer’s and the

brand’s values aren’t aligned

Dictated content

Inauthentic IM

“Try hard to sell”

Brands trying to exert too much creative

control over the message

Results of Inauthentic

- Values aligned

- Honest opinion, genuine reaction

- Message conveyed + content OG

Inauthentic

- Values aren’t aligned

- Upfront product placement

TABLE OF CONTENTS

Definition Situation Effects Solutions

Ways to avoid inauthenticity

FOR CREATORS:

 Do research into the company + product/service(s)

 Ask for others’ experiences working with the company

NO YES

ARE MY SPONSORS

RELIABLE ?

 Influencers’ value match the companies’

FOR FOLLOWERS

When finding out your influencers

deceive fan base to sell goods:

 Demand them to do better

 Find other ways to support creators

OR

 Stop supporting unreliable influencers

SOLUTIONS NO 3

FOR CONSUMERS

Consider the praise/criticism as opinion

Do research about the product/service

NOPE YES

SHOULD I BUY THIS PRODUCT

?

Make your own decisions

CONCLUSIO N

“Paying someone to endorse a brand which they don't believe in, or a product they would clearly never use, is pointless It also raises ethical questions of the companies involved.”

TABLE OF CONTENTS

Definition Situation Effects Solutions

● Celebrity Endorsement vs Influencer Marketing WORD TEAM

● Authenticity in Influencer Marketing PRCA

●  Kotler, P and Armstrong, G., 2017 Principle of Marketing 17th

ed Pearson, pp.225-226

● Geyser, W., 2021 What is Influencer Marketing? An in Depth

Look at Marketing's Next Big Thing

● Stock images in presentation – PEXELS

● Powerpoint template – Cyber Bullying Thesis Defense Slidego

REFERENCES and RESOURCES

THANK YOU!

FOR LISTENING TO OUR

PRESENTATION

THANK YOU!

FOR LISTENING TO OUR

PRESENTATION