Beware of Social Influencers Puffery
Rezia Usman, Hanane Lasmni |
TEDxWoosongUniversity
• April 2021
Influencer marketing is an informal way of promoting a brand through individuals who are liked, followed, and trusted among netizens by millions.
The over-exaggeration of a product or service, known as puffery, is one of the most popular strategies of conventional advertising that has entered the scene of influencer marketing. Does this practice broaden influencer capital (likes, shares, followers) or fuel trust conflict among their followers? Hanane shares the dangers of puffery through her story.