Stealth Marketing on Social Media

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 16 in Digital Marketing, 2024, pp 199-207 from Springer

Abstract: Abstract Stealth marketing involves subtly advertising products without consumers realizing it, creating buzz and excitement through word of mouth. It is particularly effective for new product launches, leveraging platforms like social media to build interest. This strategy can involve paid media (e.g., influencer compensation), earned media (e.g., organic buzz), and owned media (e.g., company blogs). An icon of elements of the Sports Shoes Company. For our sports shoe company, using local fitness influencers to subtly promote our shoes through authentic content can effectively create awareness. Key strategies include influencer seeding, viral marketing, and subtle product placements. Consumer attitudes toward stealth marketing can vary, with positive reactions to engaging content and negative responses to perceived deception. Ethical and legal considerations are crucial, including transparency and compliance with advertising laws. Best practices include maintaining transparency, building authentic relationships, respecting privacy, creating value-driven content, and monitoring feedback. Overall, stealth marketing, when executed well, can enhance brand perception and foster deeper consumer connections.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_16

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