Social media: The impact of advertising, endorsements and trust among consumers

Russell Feldman and Michael Stacey
Additional contact information
Russell Feldman: YouGov, UK
Michael Stacey: YouGov, UK

Journal of Digital & Social Media Marketing, 2020, vol. 8, issue 3, 213-225

Abstract: Perception on social media is paramount. For this reason, many regular users have developed a tolerance for inaccuracy or dishonesty. Indeed, there is a basic expectation that a person’s online persona will differ from how they present offline. This also is the case for many brands. Advertising and celebrity endorsements are rife on social media, and most users recall seeing such communications on a regular basis. From Twitter, to Facebook, to Twitch, social media networks are here to stay and have attracted many different demographics, resulting in greater opportunities for brands to communicate their wares to all manner of consumers. Brands have plenty of opportunities to find their voice — but even when they approach authenticity, users may still doubt their motivations. This paper reports on in-depth research conducted by YouGov to ascertain consumer perceptions towards social media networks, advertisements and celebrity endorsements, and the opportunities (and pitfalls) that brands face.

Keywords: insight; analysis; research; social media; advertising; endorsements; celebrities; influencers (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6018/download/ (application/pdf)
https://hstalks.com/article/6018/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2020:v:8:i:3:p:213-225

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().