Impact of Influencers on Brand Awareness, Image, and Trust: An Analysis of Social Media Marketing Ethics
Overview
This paper examines the role of social media influencers in marketing and their impact on brand awareness, image, and trust. It analyzes influencer traits (intrinsic and extrinsic) and emphasizes the importance of ethical guidelines, particularly authenticity and honesty in sponsored content, to maintain consumer trust and organizational performance.
What this essay covers
- Introduction to influencer marketing and their role in brand awareness and sales conversion
- Analysis of influencer traits (intrinsic vs. extrinsic) and their differential impacts on consumer perception
- Ethical framework and authenticity: the requirement for honest reviews and ethical operations by influencers
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Impact of Influencers Research Paper Summary
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Impact of Influencers Research Paper Summary
Social media influencers have often been used in marketing activities. Their key role is to increase brand awareness and turn this awareness into sales (Cheung, Leung, Cheng-Xi Aw, & Koay, 2022). Celebrities, sportspersons, and influential individuals with a significant social media presence are often the ideal go-to influencers by corporates (Rahman, 2022). Because of the growing relevance of the influencer role, influencers have received considerable attention from business and psychology researchers.
Martin, Khoshtaria, and Todua (2022) for instance, investigated the impact of social media influencers on brand awareness, image, and trust, in their sponsored content. In the research, influencer traits were categorized into extrinsic and extrinsic as a means of measuring their impact accurately. A close-ended questionnaire was used as a data collection tool resulting in 327 responses. Perceived extrinsic traits had a positive influence on trust and image while intrinsic factors influenced the level of brand awareness. Intrinsic traits, according to Bagga and Bhat (2013), are naturally occurring and have an impact on raw emotions. Examples of influencers include charisma and the ability to engage a diverse following. On the other hand, extrinsic traits are acquired and include skills like the use of different social media tools to engage targeted audiences. As established by Martin, Khoshtaria, and Todua (2022), each of these traits determine how consumers react to information shared by influencers.