There has been a rise in the use and daily interactions with social media in the past 20 years. New 'celebrities have risen out of moderate obscurity. For a good example of this, we can look at 'Zoella', a beauty vlogger who has shot to fame in just under nine years. The impact of her popularity was demonstrated when she released her first book in 2014. The book was the fastest selling book of that year and broke the record for the highest first weeks sales for a debut author.
With the rise of these social celebrities over the last decade or so, are we now being marketed to in different ways? Are social influencers become the new celebrity endorsers?
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Dr Clay Grandsen is a Lecturer of Marketing who teaches across all levels, from undergraduate to postgraduate. His PhD was in the area of customer delight in the hospitality sector. In addition to Dr. Gransden's academic expertise, he also has over 10 years’ experience working in the Hospitality and Marketing sector. His main area of focus is now on consumer behaviour, focusing specifically on fans and purchase behaviour.
Last edited by She-Ra; 2 months ago
Yeah, I really think it's very similar. We're now seeing these influencers become like celebrities in their own right, but because they begin with things like product reviews and other similar content before they get sponsored or endorsed to do so I think it gives social media users a bit more faith in what they have to say
I dont really trust anyone but myself so no.
Most of them speak a load of rubbish half the time. I don't care for any of it.
Last edited by Jack22031994; 2 months ago
Not all, but many of the 'influencers' turn out to be incredibly shallow, narcissistic people on close inspection. This isn't really surprising since (so far) social media mainly acts as an engine for the promotion of vanity and self-regard. Serious ideas. the appreciation of what is generally better in life, the sharing of genuine struggles, don't rank high.
Social media are currently a key element in global capitalism - they are sales platforms for product launches and rampant consumerism. The people that feature strongly in that ecology are unlikely to be influencing anything much beyond the choice of smartphone or the latest overpriced facial cream. They are only celebrities or celebrity-endorsers of the worthless and the tacky.
Last edited by Fullofsurprises; 2 months ago
I'd argue that once you're a 'social influencer', what you actually are is a celebrity.
I agree. I don’t think social influencers are completely killing off celebrity endorsement, but actually they are becoming a new type of celebrity themselves. You could argue a YouTuber with a million subscribers is just as ‘famous’ as a TV personality who would be considered a celebrity. But even with celebrity endorsement these days I'm sure their social following will be considered and taken into account. Take the online fashion world, they are always announcing new collaborations with people who have hundreds of thousands even millions of followers, regardless of their celebrity status. It’s all about their following. However, I think we’re all becoming a bit wiser to influencers in general and the ways in which they’re using their platform to endorse products. The amount of promotion I see on Instagram is crazy, and the perception that these are all real people is slowly dying as they post less and less organic content.
I don't personally trust a blogger or social media personality if they start to talk about particular products as I am always suspiscious that they are just being paid to say a product is good. In pafrticular, with beauty and skincare products which can be very expensive and make ludicrous claims. In addition, as they are able to prepare for their picutres and posts I wonder how real these images of them really are.
I suppose it is dependent on what they are endoring. For instance, in the world of fitness people like Joe Wicks aka the Body Coach, Kayla Itsines from the SWEAT app promote their products on their different Social Media platforms all the time and I feel that I trust their opinions. Also, people like Aerie model Iskra Lawrence as a promoter of real bodies and body positivity, I would be more inclined to take her endorsements more seriously....
I think influencers will disappear over time. It's a huge hype now and every company wants someone to promote their product on Instagram but people are smart and can differentiate a sponsored post from a real one.
I personally don't feel "influenced" by these posts on insta but seeing Angelina Jolie going on a mission to improve children's lives in Cambodia does "influence" and inspire me.