(TIỂU LUẬN) authenticity in inflencer marketing WHAT IS AN INFLUENCER

Authenticity inInflencer marketing Presented by Group 4... Influencer Marketing is a form of socialmedia marketing involving influencers, people and organizations who have a purported ex

Authenticity in

Inflencer marketing

Presented by Group 4

MEMBERS

A person with theWHATabilitytoinfluenceothers.AnyoneIScanbean AN

influencerItNFLUENCER?.isjustaboutwhatkindofinfluenceryouare.

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?

What makes influencer marketing

relationshipinfluencer and

company on a product that people know the influencers have trust in, their

04

Followers

collaboration

trust with the purchase the

CURRENTBLACKPINK SITUATIONGXSAMSU

The target audience of the

COLLABORATI

ON

Causes & results

of authentic versus inauthentic influencer marketing

- Hồng Ngân

Triad of

relationship

in IM

The influencer’s and

the brand’s values

aligned

Honest, genuine

The audience finds influencers’

opinion and reaction to be honest

and genuine

Brands - Revenue increased - Brand awareness raised

Values aren’t aligned

The influencer’s and the

brand’s values aren’t

aligned

Upfront product placement

“Try hard to sell”

Dictated content

Brands trying to exert too much

creative control over the message

- Goals of IM aren’t achieved

Brands - Expenses wasted

- Bad reputation

Results of Inauthentic

IM

Consumers Influencers

- Not interest

- Lose reliability

- Turn their back on both the

- Lose values to brands

brand and the influencer

Conclusion of causes & effects

Causes

- Upfront product placement

- Honest opinion, genuine reaction

- Message conveyed + content OG - Dictated content

- Promote multiple brands at once

Conclusion of causes & effects

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

 Ask for others’ experiencesworking with the company

the companies’

SOLUTIONS NO 2

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

Make your own decisions

SHOULD I BUY THIS PRODUCT

? YES NOPE

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.”

—PRCA

REFERENCES and RESOURCES

● 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

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