Positive and Negative Impacts of Influencer Marketing on Companies and Society

Abstract

Influencer marketing has become a prominent player in the marketing world in recent years, as opinion leaders help companies reach their target audiences effectively. With the rise of digital marketing, influencers have a huge influence on consumers, creating opportunities for companies to interact with their audience and respond to market changes. The aim of influencer marketing is for companies to promote their products and services through influencers, connecting directly with consumers. Authentic content builds brand loyalty and consumer trust, and increases brand visibility and reach. However, there are also dangers: some influencers can mislead audiences by painting a false image or simply by greenwashing by falsely claiming to be environmentally friendly. It is important that companies choose their interactions with influencers carefully, as the behaviour of opinion leaders can directly affect brand credibility. A potential scandal could damage the image of the company, so choosing the right profile is key. Focus on the activity rate rather than the number of followers, as followers can be easily bought, which can distort the true reach. The impact of influencer marketing can vary for different age groups and genders, so companies need to carefully consider the aspects they take into account when running their campaigns. Ultimately, influencer marketing has a complex impact on both society and companies, so it is essential to be aware of both the positive and negative aspects.