Are you familiar with influencer marketing? Definitely a phenomenon of this day and age of social media!
I didn't know there was a name for this sort of thing, but I've definitely seen it on social media! A lot of celebrities (or people who want to be celebrities) giving personal testimonies about how great products are.
Exactly! The focus is more on the person than on the people they're trying to sell to / influence. Kind of backward, and definitely risky given that it's pretty easy for one person's actions to suddenly have a negative impact on a product or service.
Celebrities these days aren't just shilling for fashion or beauty companies! You can see them giving rave reviews to foods, vacations, airlines, and so much more....
I know, it's ridiculous -- any and every thing. What's worse, is that some people will just blindly *bite*. So yeah, the companies relying on influencers are definitely getting what they want. I just don't think it's sustainable.
Yeah, I agree with you. It might seem like a good idea when people have a positive perception of an influencer, but things can change - and when they change for the worse, the company's marketing suffers.
BIG time. Recent example: Subway! Not really an influencer, but definitely marketing that relied on a personality....one that went horribly wrong.
Great point! Jared was somebody whose influence over potential buyers evaporated overnight.
And not only evaporated, but left a *stench*, you know?! ANYWAY! Is there a company you *love* and respect because of a spokesperson?
Crowdreviewing
Crowdreviewing is the practice of gathering opinion or feedback from a large number of people, typically via the internet or an online community; a portmanteau of “crowd” and “reviews”. Crowdreviewing is also often viewed as a form of crowd voting which occurs when a website gathers a large group's opinions and judgment. The concept is based on the principles of crowdsourcing and lets users submit online reviews to participate in building online metrics that measure performance. By harnessing social collaboration in the form of feedback individuals are generally
also used to describe the Chinese digital economy based on influencer marketing in social media. Wanghong has been predominantly used to generate profits via retail or eCommerce, by attracting the attention of celebrities' followers.
Internet celebrities have also become a popular phenomenon in China with the likes of Sister Furong (Fu Rong Jiejie), who received worldwide notoriety and fame for her efforts at self-promotion via Internet postings.
According to CBN Data, a commercial data company affiliated with Alibaba, the Internet celebrities economy was set to be