Social media influencers, with their enormous reach and direct connection to audiences, are now a powerful force in shaping public opinion – particularly consumer behaviour.
Surveying 8,182 Malaysians in October 2020, Statista and Rakuten Insight found that 59% said they were moved to purchase a product because it was endorsed by an influencer.
However, there has been a disturbing rise in cases of influencers misleading their audiences over the products they promote, with some getting involved in outright scams. Be it disguising paid advertisements as personal posts, or endorsing questionable health and beauty products, unethical behaviour on the part of influencers can adversely impact not only consumers but threaten the influencer industry as a whole.
READ THE FULL MESSAGE HERE:
