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

Authenticity in Inflencer marketing Presented by Group MEMBERS Nguyễn Thục Anh Bùi Thị Tuyết Mai Lưu Hồng Ngân TABLE OF CONTENTS 01 03 04 Definition Situation Effects Solutions TABLE OF CONTENTS 01 03 04 Definition Situation Effects Solutions What is authenticity in influencer marketing? A person with the influencer WHATabilitytoinfluenceothers.AnyoneIScanbean AN ItNFLUENCER?.isjustaboutwhatkindofinfluenceryouare TYPES OF INFLUENCERS MEGAINFLUENCER >1M Followers+ 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? When influencers collaborate with a company on a product that people know the influencers have trust in, their followers gain proof of authenticity CO collaboration consumers in the TABLE OF CONTENTS 01 03 04 Definition Situation Effects Solutions Examples of authenticity in IM - Goals of IM aren’t achieved Brands - Expenses wasted - Bad reputation Influencers - Lose reliability - Lose values to brands Causes Authentic - Values aligned - Honest opinion, genuine reaction - Message conveyed + content OG Results Authentic - Sale - Build trust and relationships TABLE OF CONTENTS 01 03 04 Definition Situation Effects Solutions Ways to avoid inauthenticity SOLUTIONS NO ARE MY SPONSORS RELIABLE ? YES FOR CREATORS:  Do research into the company + product/service(s) Ask for others’ experiences working with the company Influencers’ value match the companies’ SOLUTIONS NO FOR FOLLOWERS When finding out your influencers deceive fan base to sell goods:  Demand them to better  Find other ways to support creators OR  Stop supporting unreliable influencers SOLUTIONS NO FOR CONSUMERS Consider the praise/criticism as opinion Do research about the product/service Make your own decisions SHOULD I BUY THIS PRODUCT ? NOPE YES 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 TABLE OF CONTENTS 01 03 04 Definition Situation Effects Solutions REFERENCES and RESOURCES ● 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 THANK YOU! FOR LISTENING PRESENTATIO THANK YOU! FOR LISTENING PRESENTATIO ... authenticity in influencer marketing? A person with the influencer WHATabilitytoinfluenceothers.AnyoneIScanbean AN ItNFLUENCER?.isjustaboutwhatkindofinfluenceryouare TYPES OF INFLUENCERS MEGAINFLUENCER... 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... Followers+ 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